What are website users looking for and can they find it?

Website users are the most important people for any business owner. Website users are usually looking to achieve a goal or complete a task such as booking an appointment, making a purchase, or finding out more information about something. The website itself should be designed with these goals in mind so that it is easy for visitors to find what they are looking for and get on their way quickly. People who visit your website are looking for answers, so it's important that they find what they are looking for, quickly. So, how can you make it easy for them to find what they need? Firstly, you should consider what your potential clients want from your website... You should ask yourself, what problem were your users trying to solve when they came across your website and how can you solve that for them? When visitors find your page via a Google search, they will likely have a question in mind and they may not feel like scrolling through your website to find an answer. So, you should make it as easy as possible for them to get the answer.

Your website should be clearly laid out

There is a lot of information business owners want to add to their website, you should consider how much of this your customers really need to know and how it solves their problems. The navigation bar at the top of the page will help you to display your information concisely and effectively so website visitors can find what they are looking for quickly.

Write your content with the customer in mind

Your website content should be written with your customers in mind. You may have thought you were writing great copy that will get people to visit your website, but if it's not written from the perspective of the visitor who is coming to your website then chances are, you're missing the point.

Make it easy for the user to take action

Once on your website, a user should be able to take the next steps with ease. If they have found what they are looking for, they should be able to make a purchase, book an appointment or request more information. It is important that website pages are designed with these tasks in mind, with simple call's to action throughout, so website visitors can get the next steps quickly and easily

Utilise your blog page

You don't have to squeeze all information onto the main pages of your website - just the most important bits. You can use your blog pages to provide website visitors with more detailed information or pain points that you can help them with. You can use specific keywords within your blog in order to increase the likelihood of appearing on Google for certain search terms. Not sure what to put on your website? Get started with us today and take advantage of our world-class website AND a superb support package. We will help you every step of the way.   We hope that you got value from our blog post to help with your business. If you are looking to create a new website or your current site need updating then contact our director of business development Gary on sales@thewebguys.co.uk to take your online presence to the next level. We can help you to create a top-quality website that you can use to sell your products or services – we will help you to get your website up and running and advise you on how to really make the most of your website >>> Get started today.

A Practical Guide to Understanding User Goals

To discover what users are truly looking for, you need to go beyond guessing and gather real data. A systematic approach provides clear insights into their needs. Here are three effective methods to start with:

1. Analyse Search Queries: Use a tool like Google Search Console to see the exact phrases people typed to find your site. These queries are direct clues to their problems. Are they searching for a 'price', a 'how-to guide', or a 'local service'? This tells you their intent before they even land on your page.
2. Review Customer Feedback: Your customer support emails, contact form submissions, and sales call notes are a goldmine of information. Look for recurring questions or complaints. These highlight areas where your website is failing to provide clear answers or a smooth process.
3. Use On-Page Surveys: Simple survey tools can ask visitors a direct question, such as 'What was the main reason for your visit today?' or 'Did you find the information you were looking for?'. This provides immediate, actionable feedback on their experience.

Designing for How People Actually Read Online

A 'clearly laid out' website follows predictable patterns of human behaviour. Instead of forcing users to learn a new system, you can use established design principles to guide them to what they need. Consider these two fundamental ideas:

• The F-Pattern: Eye-tracking studies show that users often scan web pages in an F-shape. They read horizontally across the top, then scan down the left side, occasionally reading another horizontal line. This means you should place your most important information, like your value proposition and key navigation links, at the top and down the left side of the page.
• Visual Hierarchy: Not all information is equally important. Use size, colour, and placement to make the most critical elements stand out. Your main headline should be the largest text, and your primary call-to-action button should have a contrasting colour. This visual guidance helps users find their next step without thinking.

Tools to Help You See What Users See

To understand if users can find what they need, you must measure their behaviour. Several industry-standard tools can provide these insights and help you identify problems.

• Website Analytics (Google Analytics): This is the foundation. It shows you which pages are most popular, how long users stay, and where they leave your site (your 'exit pages'). A high exit rate on a key page could mean users are getting stuck or not finding the answer they expect.
• Heatmap and Session Recording (Hotjar, Crazy Egg): These tools create visual representations of user activity. Heatmaps show where people click, scroll, and move their mouse, while session recordings are like watching a video of a user's visit. They are invaluable for spotting points of confusion.
• User Surveys (SurveyMonkey, Typeform): The most direct way to find out what users want is to ask them. These platforms allow you to create simple pop-up or embedded surveys to gather direct feedback on their goals and frustrations.

Frequently Asked Questions About User Needs

Here are direct answers to common questions business owners have about their website visitors.

• How can I tell if users are getting lost on my site?

  Look at your website analytics. A high bounce rate on important pages, a low average time on page, or a high exit rate from your contact or checkout process are strong signals. Tools that provide heatmaps can also show you if users are clicking on non-clickable elements in frustration.

• What is the single most important element for helping users?

  A clear and intuitive navigation menu is critical. It acts as the primary map for your entire website. It should use simple, predictable language (e.g., 'Services', 'About Us', 'Contact') and be consistently visible at the top of every page.

• Should I put all my business information on the homepage?

  No, this often overwhelms visitors. Your homepage should clearly state who you are, what problem you solve, and who you solve it for. It should then guide different types of users to the specific pages that meet their needs, using your navigation and clear calls-to-action.