What Consumers Want to See

HubSpot asked consumers (285 people around in the USA) which element they feel is the most important to have on company websites. And the result is surprising:

• 62% say: A Contact Us information page is the most important element
• 31% say: An About Us page is the most important element
• 30% say: Having Social Media icons is the most important element
• 28% say: A Live Chat is the most important element
• 27% say: Product Images and Videos is the most important element
• 26% say: Physical Address is the most important element
• 20% say: Case Studies is the most important element
• 19% say: A Blog is the most important element
• 10% say: Newsletter Sign-up is the most important element

What is noticeable in the study is that most of the top elements are poll elements, we want to be able to contact (why quick email response is critical), get the address (do the company have an office?), chat (get instant answers) and give our say on Social Media. Except for the About Us page – story and core values is critical for the brand’s long-term success. In fact, 85% of consumers in the study say they’ll only consider a brand if they trust the brand.

The less important elements (even though they are important for the company) are the push elements, company marketing elements – do we first think how can I engage with the company before we dig further into the marketing element?

We have all tried to contact a company online, some we can not contact at all and some provide answers way too late – a waste of my time.

Are a company website there for me? A brilliant company website always begins with the question, “What is the main action we want someone to take when they visit our site?” and “How do we follow-up?”.

Having all the elements on a company website with a strong focus on the engagement parts will be a brilliant website to visit.

Source: What Consumers Want to See on Company Websites [New Data] by HubSpot.