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What do consumers want to see on your website?

To run a business in 2022, there is no substitute for a well-designed website. Shoppers everywhere are turning to online storefronts and search engines to find solutions to their needs, and any business that wants to grow must adapt to this shift over the past decade.

However, a website on its own is relatively useless. Anyone can create a website and purchase a domain. What really makes the difference for your website is the user experience, or UI.

The user interface is a crucial aspect of building a website. To leave a lasting impression on your visitors, there must be features and functionality that convince the user of the reliability of your site, as well as the ability of your product/service to meet their needs. So what elements do consumers want to see on your business website that will convince them to trust your brand?


The ability to personalize your own experience can be a huge advantage in the minds of consumers. Many of the largest and most successful companies are innovating to allow the user to personalize their website. Google is constantly revamped, providing customization options for both desktop and mobile users.

There are several ways to give your website customization flexibility for users. You can give them the freedom to choose general themes for the site, topics or products that interest them, or ways to determine what they see when they visit your website. All these features can be selected by the user, allowing them to build their own experience. More options can result in increased time on page and trust in your brand.


Just like personalization, personalization allows you to tailor the user experience to their specific needs or interests. However, in this case all the work is done without the user having to give feedback.

Your website could be personalized based on the user’s specific location. For example, using weather API software, you could display the local weather at the top of a product page to show that you are interested in where your potential customers live. Sometimes the weather can impact the buyer’s journey, so this feature can even help guide them toward purchase. Personalization is increasingly relevant for online shoppers who don’t want to be inundated with information and content that doesn’t matter to them.

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Less is more

Don’t saturate your web pages with tons of content. Simplicity goes a long way in making your site readable and therefore understandable in a short time. Too much information can overwhelm potential customers and cause them to leave the page and look for easier solutions to meet their needs.

Use headings and subheadings effectively. Incorporate graphics or images where you can, as well as dynamic aspects such as hover reveals or slideshows. The more you can immediately engage the user and pique their curiosity, the more likely you are to convert them.

Share what makes you unique

Through your mission statement, value proposition, and history, you can show consumers what makes your company the only one that can solve their problems. This is not an excuse to wax poetic about every detail of how the business was founded, but rather an opportunity to connect with potential customers and explain to them why your solution is the best .

If your business is a family business passed down through generations, talk about the importance you place on loyalty and community. Are you running a marketing brand after working in an agency for over ten years? Explain how you learned best practices for communicating with customers and achieving their growth goals. Your website is your opportunity to show your customers what you offer, so plan your content around your unique selling points.

A poorly designed website can immediately convince consumers to look for better options for their purchases. The same goes for a poorly designed website. Your business’s online presence requires an investment to leave a lasting impression on your target audience.

Don’t think you can handle this task alone. It may be a good idea to hire a website design company to design the best possible user experience that will lead to sales conversions from online traffic. There are many digital marketing agencies that specialize in optimizing websites for better results.

It is much more effective to create a website correctly than to do it quickly. Use your resources wisely to create an experience that shows consumers what they want to see when they interact with your business from their phone or computer.