In a world where everything is online, having a website is no longer just an option for local businesses—it’s an absolute must. But it's not enough to simply have a website. The real question is: What do local consumers actually expect when they visit your site? Spoiler alert: it's not just flashy design or fancy testimonials.
At GMB Fox, we’re all about making sure your business stands out in a crowded digital landscape, but it starts with understanding what your customers care about most. So let’s dig into what the research says about local business websites—and how you can use this knowledge to grow your brand.
1. A Clear, Smart Website = Instant Credibility
According to a survey of over 800 local consumers, 36% of respondents said that a clean, easy-to-navigate website instantly makes a business more credible. This isn’t just about looking professional—it's about making it easy for customers to find what they need without getting frustrated.
"If your website looks like it was built in 2005, that’s a red flag for customers today." — Anonymous Consumer
Older consumers, especially those over 55, care more about how professional your site feels, while younger consumers (18-34) are more likely to reach out if your website is well-designed. Bottom line: if your target audience is young and tech-savvy, investing in sleek design pays off.
2. The 4 P’s: Product, Price, Place, Phone
When it comes to what people really want from your website, forget the extras like blog posts and testimonials (sorry, content marketers). Consumers overwhelmingly want the basics:
Product information
Pricing details
Location/address
Phone number
It’s what we like to call the 4 P’s of Local Business Website Success. If a potential customer can’t quickly figure out what you offer, how much it costs, where you’re located, and how to get in touch, they’re bouncing.
3. Location, Location, Location
We know that proximity matters, but the survey made it clear: closeness to the business is one of the top reasons why people choose a local service. So make sure your location is front and center on your site, with clear directions and a map.
"I don’t care if they have 100 five-star reviews—if I can’t figure out where they are, I’m not going." — Anonymous Consumer
And here’s the kicker: while proximity matters more to older customers, younger ones are more willing to travel if your website is attractive and user-friendly.
4. Don’t Overlook Contact Details
You would think this is a given, but you’d be surprised how many businesses hide or obscure their contact information. Not having a phone number on your website was one of the top reasons respondents said they’d avoid a business. Not listing your prices? You’re turning away male customers, in particular, who value transparency.
Women, on the other hand, are more likely to be put off by low-quality images or hard-to-find email addresses. So, if you’re targeting female consumers, make it easy to get in touch, and avoid posting blurry or poorly lit photos.
5. Speed and Performance Matter, Especially for Men
This was a fun little surprise from the survey: men are way more likely to leave a site if it’s slow or clunky. They also place a higher value on aesthetics, such as company images and how fast the website loads.
"If it’s taking more than a few seconds to load, I’m out." — Anonymous Male Consumer
Women, on the other hand, are a bit more patient and focused on practicality. But that doesn’t mean you should ignore performance altogether—everyone hates a slow website.
The Takeaway
If you want your local business to thrive, your website needs to do more than just exist. It needs to provide the essentials—product, price, place, and phone—while also being easy to navigate and, yes, visually appealing.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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