Why customers don’t buy: 5 things customers want to see

Customers want to see some key element before they buy from your website. But you’re probably not helping them, because of some little mistakes on your website that can be solved in 30 minutes today.

When was the last time you visited a website only to leave after only a few seconds?

If you are like me, chances are you have done this several times today.

Effective website design is key to attracting and retaining visitors.

These days entrepreneurs have numerous tools at their disposal for creating beautiful websites easily themselves.

The question is, can you fix your plumbing yourself? Maybe!

How good will it be, if you don’t know much about plumbing? The answer is “not very good”.

However, this is what happens when business owners try to build their business website and expect to get lots of customers through it.

It’s just a website, right? Yes. Does it look authentic? Phew! Maybe.

As a web consultant for 6 years, it’s no longer a news that buyers want authenticity in business websites.

Hence, the most effective way to create authenticity is to demonstrate trust and credibility through the website design.

Here are the surprisingly simple elements that most customers want to see on your website

Relevant Contact information

Rene Digital Hub - Contact Page

Rene Digital Hub – Contact Page

As simple as this can be, you will think every website has it. Right?

Let see what the research have to say about it.

In its second annual survey, the 2015 B2B Web Usability Report, Huff Industrial Marketing, and KoMarketing sought to determine the website elements buyers really wanted from vendor websites.

This element should be critical for retention and revisits and most likely lead to higher conversions.

According to the report’s findings, 51 percent of respondents indicated that “thorough contact information” was the key website element missing from most websites.

An astonishing 98 percent of respondents said that “No Contact Information / Phone Number” would cause them to leave the website 44%.

While (54 percent) said they will be so annoyed that they might leave the website.

These days, customers want and need to know that the site belongs to a real business with a real location.

Including your office address, phone number, social media accounts, and email address (or a contact form) is the best way to do this.

This information not only needs to be available but it also needs to be visible on the website.

The first rule in website design is “don’t make your visitors think”.

Don’t try to pour your creative on your website by hiding your contact page somewhere or calling it something else.

Hence, the standard name for your contact page on your website should be “contact us” or “contact”. Simple.

This leads to the next that’s equally important.

About Information

Totalmakeoverprogram - About Page

Totalmakeoverprogram – About Page

Another important factor for creating trust and credibility is providing information about you, your team and your company.

52% of respondents indicated that the “About” was information visitors most wanted to see on your website.

Spend time developing your company story (if possible hire a brand storyteller).

Provide your visitors with detailed bios, stories, social media profiles, and a professional headshot.

Skillfully providing this information alone will leave your competitors in the dust, because most people are not taking the time to do it.

Your website about page should include your vision (if you have any), your mission, your team bio and your company information.

Pro Tip: Put your contact information on your about page, it will make people contact you faster.

After your visitors gave read the about information they might want to contact you immediately.

Make the journey easier for your visitors to become your customers.

Relevant (and engaging) content

First of all, many business owners believe that having an engaging social media presence and creating regular blog posts are the keys to converting clients.

While these are all useful strategies, the survey found that videos, social media activity and blog posts ranked lowest on “content assets that create credibility and trust.”

The keyword is “create credibility and trust”.

The research recommends that you should instead, focus your marketing efforts on creating white papers, case studies, research reports and articles.

An example of contents that build trust and credibility is our free eBook on how to stop losing money on your business website.


This kind of contents helps to establish your credibility as an expert in your industry.

Write often and leverage customer feedback to create fresh and relevant content they want.

For the content to spread organically, you should consider providing it for free.

In short, create contents that will be useful to the customers, not more nothing less.

Testimonials and Reviews

Customer Attraction Book Page

Customer Attraction Book Page

If your company has had at least one customer for more than 30 days, there is no reason not to have a testimonial on your website.

It is a simple indicator that someone is using your product or service.

To explain this, in Robert Cialdini’s book, Influence: The psychology of persuasion, he breaks down the power of social proof and shows how peer support affects buying behavior.

He demonstrates that when a prospect sees a testimonial from someone like them.

It gives them “the greatest insight into what constitutes correct behavior.”

For example, what happens if you want to buy a beauty product in Nigeria and then you saw a testimonial from something that bought the same product?

You feel a bit relief to purchase the product (if the testimonial looks genuine).

Most companies forget the power of social influence by keeping their testimonials offline.

A praise from your customer prominently displayed on your website will increase your sales more than any other PR stunt.

The credibility of testimonials is perceived differently by people.

Here are the ranks of how people perceive testimonials.

– Good (Written testimonial)

– Better (Written with a headshot testimonial)

– Best (Video testimonial) – The Holy Grail.

Ceeceesblog New Website

Ceeceesblog New Website

Another factor used to test the credibility of a testimonial is the name associated to the testimonial.

For example, if you’re an entrepreneur and you see a product that Bill Gates said is good for growing your business.

Most often than not, you will be bound to recommend the product to someone even though you have not used the product yourself.

Because of his credibility, right?

Pro Tip: Get a video testimonial for the influencer of your customers and watch your sales soar.

If that seems impossible (is not), then you can get a text testimonial for the influencer. It better than a video testimonial from a random customer.

Any testimonial on your website is better than no testimonial on your website.

Finally, customers want to see testimonials of other customers, show them and get them to buy.

Responsive Website

We shouldn’t be talking about responsive website design but we have to. Hence, some business owners have not seen the need to get a responsive website.

Generally, the devices people use to browse the internet change, your website needs to keep up.



If your website isn’t responsive visitors could be leaving in frustration.

It means visitors can access your website from  all devices including mobiles, tablets etc

Although it is possible to use some non-mobile enabled sites on smartphones.

It’s not an ideal experience and could be costing you, in lost sales and inquiries.

Responsive design is a necessity, not an option if you want to thrive in today market place.

Futhermore, there are many providers offering quick fixes, those are really only a temporary solution.

Finally, build yourself website from scratch to fully enjoy the benefits of a responsive website.

In Conclusion

Easy navigation, clean and responsive designs will not be enough to attract and convert visitors.

However, some businesses will need to rely more on establishing authenticity to attract and convert visitors.

This can be achieved by creating relevant (and engaging) content like white papers, case studies, research reports.

And also, display any testimonial you have on your website, customers want to see that people have tried your product or service in the past.

Like I said in the beginner of this post, you can fix any of this issues in 30 minutes or less today.

Summary on what Customers Want To See on your website

Contact information – This is the key website element missing from most websites.

Customers want to see your office address, phone number, and email address.

About Information– This is the information visitors most wants to see on your homepage and best-established credibility.

Relevant content – Focus your marketing efforts on creating, case studies that establish your credibility as an expert in your industry and that’s customers want to see.

Testimonials and Reviews – A praise from your past customer prominently displayed on your website will increase your conversion instantly.

Responsive Website – Responsive design is a necessity, not an option if you want to thrive in today market place.


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Apply for our free website critique to show you how we can help your visitors convert faster into paying customers.

YOUR OPINION MATTERS: What do you want to see on a business website before buying?

Don’t forget MAMA said you should share, like and appreciate good things 🙂


Written by: Uche Moses

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