Before you build a website, you need to know who will use it. You wouldn’t design a shop without knowing your customers. Don’t create a website without understanding how your customers think and what they need.

Online customers act different than in-person customers. Online, people are often comparing options and making quick choices based on first looks.

The Research Mindset

When customers visit your shop, they already want to learn about your services. Online visitors are still researching. They compare many businesses and look for specific info. They may leave fast if they can’t find what they need.

Shorter Attention

In your shop, customers might browse for 10-15 minutes. Online, you have 10-15 seconds to grab their interest. If you don’t, they go to a competitor’s website.

Different Info Needs

In person, customers can ask questions and get quick answers. Online, they need to find info themselves. Your website must answer their questions clearly.

Most small businesses serve three main customer types. Each acts differently online and needs different things from your website.

The Quick Decision Maker

Who they are: Need services quickly or have little time to research.

What they do online: Scan pages fast for key info, often browsing during breaks or lunch.

What they want: Easy-to-see phone numbers, clear prices, and quick answers.

Website needs:

• Big phone numbers at the top
• Key info visible without scrolling
• Click-to-call buttons for mobile users

The Researcher

Who they are: They compare options before deciding.

What they do online: They read multiple pages, check different businesses, and may return several times.

What they want: They seek detailed information, examples of work, and customer reviews.

Website needs:

• Full service descriptions
• Photo galleries of your work
• Customer testimonials
• FAQ sections

The Value Shopper

Who they are: They want the best deal for their money.

What they do online: They look for prices first and compare costs across businesses.

What they want: They want clear prices, package deals, and explanations of what’s included.

Website needs:

• Pricing clearly displayed
• Different service packages
• Value explanations (“What you get for your money”)

Understanding how customers use different devices helps you design a better website.

Mobile Phone Users (most of them)

Mobile devices create the largest number of global website traffic. This is why having a mobile-friendly design is vital for your business.

How they act:

• Quick scanning with their thumb
• May call directly from your website
• Often browsing during short breaks

What they need:

• Large, easy-to-press buttons
• Text big enough to read without zooming
• Fast-loading pages
• Click-to-call phone numbers

Common problems:

• Text too small to read
• Buttons too small to press accurately
• Pages that load too slowly

Desktop Computer Users

Desktop users still lead during work hours. They account for 71% of business-to-business website traffic from 9 to 5.

How they act:

• Do the most detailed research
• Compare multiple websites in different tabs
• Spend more time reading
• More likely to fill out longer forms

What they do:

• Read detailed service descriptions
• Compare prices carefully
• Complete contact forms

Age and Technology Comfort

Tech-Comfortable Customers (Usually Younger)

What they expect:

• Modern, clean design
• Fast-loading pages
• Online booking options
• Social media links

How they act:

• Browse multiple pages
• Read online reviews
• May book services online without calling

Traditional Customers (Often Older)

What they expect:

• Simple, clear information
• Large, visible phone numbers
• Easy navigation

How they act:

• Use websites to research but prefer calling to book
• Need clear, straightforward layouts
• Want traditional contact methods

Mixed Comfort Levels

The reality: Most businesses serve customers with different tech comfort levels

The solution: Offer multiple ways to contact you – phone, email, and online forms

Best practice: Make important information easy to find in multiple ways

Time of Day Patterns

• Lunch hours: Quick mobile browsing, need fast-loading pages
• Evenings: More detailed research, reading reviews, comparing options
• Weekends: Family decision-making, may involve multiple people

Seasonal Patterns

• Peak seasons: Customers plan ahead and need detailed information
• Off-seasons: Bargain hunters look for deals and discounts

Information Problems

• Can’t find basic info like prices or location
• Services aren’t clearly explained
• Opening hours aren’t visible

Trust Problems

• No photos of actual work
• Missing contact information
• No customer reviews

Mobile Problems

• Text too small to read on phones
• Buttons too small to press
• Pages load too slowly

Contact Problems

• Contact forms don’t work
• Only one way to get in touch
• No information about response times

Stage 1: “I need help with…”

Customer thinking: “I need someone to fix my roof”

Website needs: Clear explanation of your services

Focus: Be helpful and educational

Stage 2: “Who should I choose?”

Customer thinking: “Which roofer has fair prices and does good work?”

Website needs: Photos of your work, pricing, customer reviews

Focus: Show your value and build trust

Stage 3: “I’m ready to hire someone”

Customer thinking: “How do I get started?”

Website needs: Clear contact information, easy ways to get quotes

Focus: Make it simple to contact you

• Assuming all customers are like you: Your comfort with technology, how much you care about price, and your way of communicating might differ from your customers’. Design for them, not for yourself.
• Focusing only on new customers: Existing customers also use your website to find info, refer friends, and stay updated on services. Think about their needs too.
• Ignoring mobile behavior: Desktop research behavior is different from mobile behavior. Most customers will first see your website on their phone, not a computer.
• Not giving enough information: Customers often need more info than you think to feel comfortable making contact. What seems obvious to you may not be clear to them.

1. Online customers act differently than in-person customers: they compare options quickly and may leave in 10-15 seconds if they can’t find what they need
2. You serve three main customer types: quick decision makers want phone numbers, researchers want detailed info, and value shoppers want clear pricing
3. Over 60% of visitors use mobile phones: make sure your website works well on phones with big text, easy buttons, and fast loading
4. Different ages have different tech comfort levels: offer multiple contact options like phone, email, and online forms to serve everyone
5. Design for your customers, not yourself: your tech comfort and communication style may be different from theirs