{"id":388,"date":"2025-06-04T15:00:03","date_gmt":"2025-06-04T15:00:03","guid":{"rendered":"https:\/\/webpath.guide\/site\/?p=388"},"modified":"2025-09-25T05:26:34","modified_gmt":"2025-09-25T05:26:34","slug":"understanding-your-customers","status":"publish","type":"post","link":"https:\/\/webpath.guide\/site\/understanding-your-customers\/","title":{"rendered":"1.4 Understanding Your Customers"},"content":{"rendered":"\n<p><\/p>\n\n\n\n<div class=\"wp-block-group section\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\">                \n                             <button class=\"sec-toggle\" aria-expanded=\"false\" aria-controls=\"sec-content-1\">\n                                 Introduction\n                             <\/button>\n                             <\/h2>\n                             <div class=\"section-content\" id=\"sec-content-1\" aria-hidden=\"true\">\n\n\n\n<div class=\"wp-block-group section-content\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<p>Before you build a website, you need to know who will use it. You wouldn&#8217;t design a shop without knowing your customers. Don&#8217;t create a website without understanding how your customers think and what they need.<\/p>\n\n\n\n<p>Online customers act different than in-person customers. Online, people are often comparing options and making quick choices based on first looks.<\/p>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group section\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\">                \n                             <button class=\"sec-toggle\" aria-expanded=\"false\" aria-controls=\"sec-content-2\">\n                                 How Your Customers Act Online vs. In Person\n                             <\/button>\n                             <\/h2>\n                             <div class=\"section-content\" id=\"sec-content-2\" aria-hidden=\"true\">\n\n\n\n<div class=\"wp-block-group section-content\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h3 class=\"wp-block-heading\"><strong>The Research Mindset<\/strong><\/h3>\n\n\n\n<p>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&#8217;t find what they need.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Shorter Attention<\/strong><\/h3>\n\n\n\n<p>In your shop, customers might browse for 10-15 minutes. Online, you have 10-15 seconds to grab their interest. If you don&#8217;t, they go to a competitor&#8217;s website.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Different Info Needs<\/strong><\/h3>\n\n\n\n<p>In person, customers can ask questions and get quick answers. Online, they need to find info themselves. Your website must answer their questions clearly.<\/p>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group section\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\">                \n                             <button class=\"sec-toggle\" aria-expanded=\"false\" aria-controls=\"sec-content-3\">\n                                 Types of Website Customers\n                             <\/button>\n                             <\/h2>\n                             <div class=\"section-content\" id=\"sec-content-3\" aria-hidden=\"true\">\n\n\n\n<div class=\"wp-block-group section-content\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<p>Most small businesses serve three main customer types. Each acts differently online and needs different things from your website.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The Quick Decision Maker<\/h3>\n\n\n\n<p><strong>Who they are:<\/strong> Need services quickly or have little time to research.<\/p>\n\n\n\n<p><strong>What they do online:<\/strong> Scan pages fast for key info, often browsing during breaks or lunch.<\/p>\n\n\n\n<p><strong>What they want:<\/strong> Easy-to-see phone numbers, clear prices, and quick answers.<\/p>\n\n\n\n<p><strong>Website needs:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Big phone numbers at the top<\/li>\n\n\n\n<li>Key info visible without scrolling<\/li>\n\n\n\n<li>Click-to-call buttons for mobile users<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">The Researcher<\/h3>\n\n\n\n<p><strong>Who they are:<\/strong> They compare options before deciding. <\/p>\n\n\n\n<p><strong>What they do online:<\/strong> They read multiple pages, check different businesses, and may return several times. <\/p>\n\n\n\n<p><strong>What they want:<\/strong> They seek detailed information, examples of work, and customer reviews. <\/p>\n\n\n\n<p><strong>Website needs:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Full service descriptions<\/li>\n\n\n\n<li>Photo galleries of your work<\/li>\n\n\n\n<li>Customer testimonials<\/li>\n\n\n\n<li>FAQ sections<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">The Value Shopper<\/h3>\n\n\n\n<p><strong>Who they are:<\/strong> They want the best deal for their money. <\/p>\n\n\n\n<p><strong>What they do online:<\/strong> They look for prices first and compare costs across businesses. <\/p>\n\n\n\n<p><strong>What they want:<\/strong> They want clear prices, package deals, and explanations of what&#8217;s included. <\/p>\n\n\n\n<p><strong>Website needs:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Pricing clearly displayed<\/li>\n\n\n\n<li>Different service packages<\/li>\n\n\n\n<li>Value explanations (&#8220;What you get for your money&#8221;)<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group section\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\">                \n                             <button class=\"sec-toggle\" aria-expanded=\"false\" aria-controls=\"sec-content-4\">\n                                 How Customers Use Different Devices\n                             <\/button>\n                             <\/h2>\n                             <div class=\"section-content\" id=\"sec-content-4\" aria-hidden=\"true\">\n\n\n\n<div class=\"wp-block-group section-content\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<p>Understanding how customers use different devices helps you design a better website.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Mobile Phone Users (most of them)<\/h3>\n\n\n\n<p>Mobile devices create the largest number of global website traffic. This is why having a mobile-friendly design is vital for your business.<\/p>\n\n\n\n<p><strong>How they act:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Quick scanning with their thumb<\/li>\n\n\n\n<li>May call directly from your website<\/li>\n\n\n\n<li>Often browsing during short breaks<\/li>\n<\/ul>\n\n\n\n<p><strong>What they need:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Large, easy-to-press buttons<\/li>\n\n\n\n<li>Text big enough to read without zooming<\/li>\n\n\n\n<li>Fast-loading pages<\/li>\n\n\n\n<li>Click-to-call phone numbers<\/li>\n<\/ul>\n\n\n\n<p><strong>Common problems:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Text too small to read<\/li>\n\n\n\n<li>Buttons too small to press accurately<\/li>\n\n\n\n<li>Pages that load too slowly<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Desktop Computer Users<\/h3>\n\n\n\n<p>Desktop users still lead during work hours. They account for 71% of business-to-business website traffic from 9 to 5.<\/p>\n\n\n\n<p><strong>How they act:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Do the most detailed research<\/li>\n\n\n\n<li>Compare multiple websites in different tabs<\/li>\n\n\n\n<li>Spend more time reading<\/li>\n\n\n\n<li>More likely to fill out longer forms<\/li>\n<\/ul>\n\n\n\n<p><strong>What they do:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Read detailed service descriptions<\/li>\n\n\n\n<li>Compare prices carefully<\/li>\n\n\n\n<li>Complete contact forms<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Age and Technology Comfort<\/h3>\n\n\n\n<p><strong>Tech-Comfortable Customers (Usually Younger)<\/strong><\/p>\n\n\n\n<p><strong>What they expect:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Modern, clean design<\/li>\n\n\n\n<li>Fast-loading pages<\/li>\n\n\n\n<li>Online booking options<\/li>\n\n\n\n<li>Social media links<\/li>\n<\/ul>\n\n\n\n<p><strong>How they act:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Browse multiple pages<\/li>\n\n\n\n<li>Read online reviews<\/li>\n\n\n\n<li>May book services online without calling<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Traditional Customers (Often Older)<\/h3>\n\n\n\n<p><strong>What they expect:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Simple, clear information<\/li>\n\n\n\n<li>Large, visible phone numbers<\/li>\n\n\n\n<li>Easy navigation<\/li>\n<\/ul>\n\n\n\n<p><strong>How they act:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Use websites to research but prefer calling to book<\/li>\n\n\n\n<li>Need clear, straightforward layouts<\/li>\n\n\n\n<li>Want traditional contact methods<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Mixed Comfort Levels<\/h3>\n\n\n\n<p><strong>The reality:<\/strong> Most businesses serve customers with different tech comfort levels<\/p>\n\n\n\n<p><strong>The solution:<\/strong> Offer multiple ways to contact you &#8211; phone, email, and online forms<\/p>\n\n\n\n<p><strong>Best practice:<\/strong> Make important information easy to find in multiple ways<\/p>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group section\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\">                \n                             <button class=\"sec-toggle\" aria-expanded=\"false\" aria-controls=\"sec-content-5\">\n                                 When Customers Visit Your Website\n                             <\/button>\n                             <\/h2>\n                             <div class=\"section-content\" id=\"sec-content-5\" aria-hidden=\"true\">\n\n\n\n<div class=\"wp-block-group section-content\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h3 class=\"wp-block-heading\"><strong>Time of Day Patterns<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Lunch hours:<\/strong> Quick mobile browsing, need fast-loading pages<\/li>\n\n\n\n<li><strong>Evenings:<\/strong> More detailed research, reading reviews, comparing options<\/li>\n\n\n\n<li><strong>Weekends:<\/strong> Family decision-making, may involve multiple people<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Seasonal Patterns<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Peak seasons:<\/strong> Customers plan ahead and need detailed information<\/li>\n\n\n\n<li><strong>Off-seasons:<\/strong> Bargain hunters look for deals and discounts<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group section\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\">                \n                             <button class=\"sec-toggle\" aria-expanded=\"false\" aria-controls=\"sec-content-6\">\n                                 <strong>Common Website Problems That Lose Customers<\/strong>\n                             <\/button>\n                             <\/h2>\n                             <div class=\"section-content\" id=\"sec-content-6\" aria-hidden=\"true\">\n\n\n\n<div class=\"wp-block-group section-content\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h3 class=\"wp-block-heading\"><strong>Information Problems<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Can&#8217;t find basic info like prices or location<\/li>\n\n\n\n<li>Services aren&#8217;t clearly explained<\/li>\n\n\n\n<li>Opening hours aren&#8217;t visible<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Trust Problems<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>No photos of actual work<\/li>\n\n\n\n<li>Missing contact information<\/li>\n\n\n\n<li>No customer reviews<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Mobile Problems<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Text too small to read on phones<\/li>\n\n\n\n<li>Buttons too small to press<\/li>\n\n\n\n<li>Pages load too slowly<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Contact Problems<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Contact forms don&#8217;t work<\/li>\n\n\n\n<li>Only one way to get in touch<\/li>\n\n\n\n<li>No information about response times<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group section\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\">                \n                             <button class=\"sec-toggle\" aria-expanded=\"false\" aria-controls=\"sec-content-7\">\n                                 The Customer Journey\n                             <\/button>\n                             <\/h2>\n                             <div class=\"section-content\" id=\"sec-content-7\" aria-hidden=\"true\">\n\n\n\n<div class=\"wp-block-group section-content\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h3 class=\"wp-block-heading\"><strong>Stage 1: &#8220;I need help with&#8230;&#8221;<\/strong><\/h3>\n\n\n\n<p><strong>Customer thinking:<\/strong> &#8220;I need someone to fix my roof&#8221;<\/p>\n\n\n\n<p><strong>Website needs:<\/strong> Clear explanation of your services<\/p>\n\n\n\n<p><strong>Focus:<\/strong> Be helpful and educational<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Stage 2: &#8220;Who should I choose?&#8221;<\/strong><\/h3>\n\n\n\n<p><strong>Customer thinking:<\/strong> &#8220;Which roofer has fair prices and does good work?&#8221;<\/p>\n\n\n\n<p><strong>Website needs:<\/strong> Photos of your work, pricing, customer reviews<\/p>\n\n\n\n<p><strong>Focus:<\/strong> Show your value and build trust<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Stage 3: &#8220;I&#8217;m ready to hire someone&#8221;<\/strong><\/h3>\n\n\n\n<p><strong>Customer thinking:<\/strong> &#8220;How do I get started?&#8221;<\/p>\n\n\n\n<p><strong>Website needs:<\/strong> Clear contact information, easy ways to get quotes<\/p>\n\n\n\n<p><strong>Focus:<\/strong> Make it simple to contact you<\/p>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group section\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\">                \n                             <button class=\"sec-toggle\" aria-expanded=\"false\" aria-controls=\"sec-content-8\">\n                                 Common Mistakes\n                             <\/button>\n                             <\/h2>\n                             <div class=\"section-content\" id=\"sec-content-8\" aria-hidden=\"true\">\n\n\n\n<div class=\"wp-block-group section-content\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<ul class=\"wp-block-list\">\n<li><strong>Assuming all customers are like you<\/strong>: Your comfort with technology, how much you care about price, and your way of communicating might differ from your customers&#8217;. Design for them, not for yourself.<\/li>\n\n\n\n<li><strong>Focusing only on new customers<\/strong>: Existing customers also use your website to find info, refer friends, and stay updated on services. Think about their needs too.<\/li>\n\n\n\n<li><strong>Ignoring mobile behavior<\/strong>: Desktop research behavior is different from mobile behavior. Most customers will first see your website on their phone, not a computer.<\/li>\n\n\n\n<li><strong>Not giving enough information<\/strong>: Customers often need more info than you think to feel comfortable making contact. What seems obvious to you may not be clear to them.<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group section\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\">                \n                             <button class=\"sec-toggle\" aria-expanded=\"false\" aria-controls=\"sec-content-9\">\n                                 <strong>Key Points<\/strong>\n                             <\/button>\n                             <\/h2>\n                             <div class=\"section-content\" id=\"sec-content-9\" aria-hidden=\"true\">\n\n\n\n<div class=\"wp-block-group section-content\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>Online customers act differently than in-person customers<\/strong>: they compare options quickly and may leave in 10-15 seconds if they can&#8217;t find what they need<\/li>\n\n\n\n<li><strong>You serve three main customer types<\/strong>: quick decision makers want phone numbers, researchers want detailed info, and value shoppers want clear pricing<\/li>\n\n\n\n<li><strong>Over 60% of visitors use mobile phones<\/strong>: make sure your website works well on phones with big text, easy buttons, and fast loading<\/li>\n\n\n\n<li><strong>Different ages have different tech comfort levels<\/strong>: offer multiple contact options like phone, email, and online forms to serve everyone<\/li>\n\n\n\n<li><strong>Design for your customers, not yourself<\/strong>: your tech comfort and communication style may be different from theirs<\/li>\n<\/ol>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n\n<details class=\"wp-block-details is-layout-flow wp-block-details-is-layout-flow\"><summary>Additional resources on this topic<\/summary>\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.interaction-design.org\/literature\/topics\/user-research\">What is User Research?<\/a> &#8211; by interaction-design.org<\/li>\n\n\n\n<li><a href=\"https:\/\/www.semrush.com\/blog\/buyer-persona\/\">How to Create Your Buyer Personas: the What, the Why, and the How<\/a> &#8211; by semrush.com<\/li>\n\n\n\n<li><a href=\"https:\/\/www.forbes.com\/sites\/bernardmarr\/2022\/02\/03\/how-to-understand-your-customers-and-their-needs-with-the-right-data\/\">How To Understand Your Customers And Their Needs With The Right Data<\/a> &#8211; by forbes.com<\/li>\n<\/ul>\n<\/details>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Introduction Before you build a website, you need to know who will use it. You wouldn&#8217;t design a shop without knowing your customers. Don&#8217;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 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1457,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[15],"tags":[49,122,121,118,119,120],"class_list":["post-388","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-understanding-websites","tag-customers","tag-desktop-computer-users","tag-mobile-users","tag-quick-decision-maker","tag-researcher","tag-value-shopper"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>1.4 Understanding Your Customers - Webpath<\/title>\n<meta name=\"description\" content=\"Before you build a website, you need to know who will use it. You wouldn&#039;t design a shop without knowing your customers. 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