So you have a website. Maybe even a beautiful website! Who visits? Do you know? What difference does it make? If you knew the gender/age of your website visitors would you do anything differently? Different in regard to marketing? Different in regard to design? Different in regard to content? Such information might even help to answer the question, why do I have a website?
A BrightLocal article by Ross Marchant, Gender vs. Age – what different consumer groups really want from local business websites, provides some excellent insight to help you decide what purpose your website should be accomplishing.
At the head of his article Marchant gives some “Key Takeaways” that summarize the thorough analysis he makes of an annual BrightLocal survey. The survey of 800 respondents “explores what consumers want.” The goal of the survey was to gain “a clearer view of how consumers react to local business websites, and the information they expect, want and don’t want to be included on them.” The bottom line: knowledge about why the consumer might or might not do business with you. You know, to help answer that question: Why do I have a website?
Marchant’s Takeaways [with some editorial comments]:
- Younger Consumers (18-34) expect a local business to have a website & are more likely to contact them if they do [Take note: The younger consumer expects a business to have a website!]
- Older Consumers (55+) give local businesses with a ‘smart’ website more credibility [The common attitude is that the business website reflects the business. But note: older consumers may also disregard the absence of a business site, but if it does exist, will use that to evaluate credibility.]
- Male Consumers believe that a good looking website is more important than female consumers [But note: female consumers may be less demanding of the design of the site, but are more demanding that the business have a site.]
- A good looking website with clear photos is more appealing to younger consumers, while website videos & social media signals are almost irrelevant to consumers 55+ [Take note: while visual and social elements do not deter the older consumer, they are of such significance to the younger that they must be considered a vital aspect of the site.]
The content of the site is a leveler. All age groups of both genders are looking for the same basic information. Added to the common NAP (Name, Address & Phone number), are product/services, price and hours.
Your potential consumer wants to know what you sell, how much it costs, when you’re open and how they can make contact to express their interest.
Evaluation Check List
Here’s a check list that you can use to evaluate your present business site:
- Does your business have a well-designed, functionally smart, content strong website?
- What do you anticipate your website will accomplish (purpose)?
- Do you know how to obtain analytical information about the age/gender of your site’s viewers?
- Would young consumers (18-34) consider your site well designed, functionally smart and content-strong?
- Would older consumers (55+) be able to fairly evaluate the credibility of your business from the design, functionality and content of your site?
- Does your website appeal more to male or female consumers?
- Does your website have the elements (clear photos, videos and social media) which young consumers find appealing?
- Does each page of your site feature your Name, Address and Phone number?
- Do you provide well written content that makes it easy for viewers to learn of your products or services?
- Do you make it easy for viewers to know the cost of your product, or approximate the cost of your service?
- Do you make it easy for viewers to know your availability to provide product or service (hours and contact information)?
- Do you encourage the consumer at significant points on the site to purchase or call for questions (Call to Action)?
Whether you have no website, a rudimentary site, or an attractive site, Alliant Web Services stands ready to help you take the next step. Give us a call at (626) 461-1300.