Key Takeaway:
Learn why having a stellar website is key to having stellar engagement rates.
Understand some expectations customers have when they interact with your website.
Discover practical ways to make your website better for a strong 2025.
Your business’s website is the face of your brand. It’s often the first place customers interact with you and your products or services. Despite the rising popularity of using social channels to search for products and services, websites are still a vital point of contact for your brand.
Per recent data from Think with Google, 83% of U.S. shoppers conduct online research before going into a physical store. And 75% of people judge your company’s credibility based on your website design, as research from Stanford University confirms.
But 27% of U.S. small businesses don’t have a website, according to research from Zippia. And the ones that do, often need a website redesign to keep customers on their site instead of hopping to competitors’ sites. Join us as we explore customers’ website expectations and share some practical ways to improve our site’s design this year.
“75% of people judge your company’s credibility based on your website design.”
– Stanford University
Customer Expectations That Should Inform Your Website’s Design
There are many factors that can make or break your site’s engagement metrics. Page load time and website ease of use are two of the top expectations customers have for a website. Per Think with Google, your website’s bounce rate increases 32% if a certain page’s load time increases from one second to three seconds.
Mobile-friendly design is another thing that can impact website engagement rates. According to Pew Research Center, 15% of U.S. adults are smartphone-only internet users. This stat rises to 20% for those in the 18 to 24-year-old age bracket.
Personalization is another aspect that can attract or turn away visitors from your site. According to Hyken’s 2024 State of Customer Service and CX Study, 81% of customers prefer buying from companies that offer personalized experiences. Younger shoppers in particular value this level of customization. 70% of Gen Z users want websites to intuitively know what they want, per recent research from WP Engine.
“70% of Gen Z users want websites to intuitively know what they want.”
– WP Engine
Generational Preferences in Website UX
Understanding generational preferences can help you design a website that resonates with your target audience. Each generation has distinct expectations for user experience (UX), and aligning your website’s design with these preferences can boost engagement and conversions.
Generation Z and Millennials
These digital natives expect seamless integration across devices and platforms, valuing authenticity and personalization. They rely heavily on online reviews and social media to inform purchasing decisions. To appeal to Gen Z and Millennials, prioritize mobile optimization, interactive elements, and personalized content. Features like chatbots, quick-loading pages, and user-generated content can enhance their experience and build trust.
Generation X
Gen X values efficient customer service and loyalty programs. They appreciate multi-channel support options and personalized solutions. To meet their needs, offer clear pathways for assistance, such as live chat and easy-to-find contact forms. Loyalty incentives and personalized recommendations based on past interactions can increase their engagement and encourage brand loyalty.
Baby Boomers
Baby Boomers prefer straightforward navigation and clear, concise information. While they may be less inclined toward advanced digital features, they value accessibility and ease of use. Ensure your website has a simple layout, large readable text, and intuitive menus. Providing clear calls-to-action, FAQs, and easy checkout processes can make their experience seamless and satisfying.
B2B vs. B2C Customer Preferences
Tailoring your website to the expectations of B2B (Business-to-Business) and B2C (Business-to-Consumer) customers can significantly enhance user experience and drive growth. Although both segments seek seamless and personalized interactions, their specific needs differ.
B2B
B2B customers expect intuitive, interconnected, and personalized experiences, similar to B2C. They value detailed product information, seamless touchpoints, and context-aware engagement. To meet these needs, offer resources like case studies and technical specs, and streamline workflows with personalized dashboards and self-service portals. Tools that remember past interactions and provide contextual recommendations can further enhance engagement and efficiency.
B2C
B2C customers seek simplicity, convenience, and engagement. They expect user-friendly interfaces, quick checkouts, and mobile-optimized experiences. Boost conversions with personalized product recommendations, one-click checkouts, and intuitive search functions. Engaging visuals, interactive elements, and clear calls-to-action keep users interested and guide them toward purchasing.
3 Ways to Transform Your Website into a Marketing Tool
Your website can be more than just a digital brochure. It can actively drive growth by engaging users, gathering insights, and encouraging action. When you leverage dynamic content, strategic calls to action (CTAs), and audience data, you can turn your website into a powerful marketing tool.
Move Beyond Static Content
Static informational pages serve a purpose, but they don’t encourage interaction or engagement. To transform your website, incorporate dynamic content that responds to user behavior. This could include interactive elements like quizzes, videos, chat features, or personalized content blocks. Dynamic content keeps visitors engaged, encourages exploration, and makes the experience feel tailored to their needs.
For example, a returning visitor might see a personalized banner offering content relevant to their previous interactions, while a new visitor might be guided to a helpful introductory resource. This approach increases the chances of turning visitors into leads.
Craft Effective Calls to Action (CTAs)
Well-designed CTAs are essential for driving conversions, whether that means requesting a demo, subscribing to a newsletter, or filling out a contact form. The success of a CTA depends on its design, wording, and placement.
- Design: Make your CTAs stand out with contrasting colors, clear fonts, and a button style that draws attention without being disruptive.
- Wording: Use action-oriented language that communicates value, such as “Get Your Free Trial” instead of “Submit.” Be specific about what the user will gain.
- Placement: Position CTAs strategically throughout your website, not just at the end of pages. Consider placing them above the fold, within blog posts, or in sticky headers where they’re always visible.
Tailor CTAs to different stages of the customer journey. For example, a visitor reading an introductory blog might respond best to “Learn More,” while someone on a product page may be ready for “Request a Demo.”
Collect Data to Power Personalization
Interactive forms and elements are not just tools for engagement—they’re opportunities to collect valuable data about your audience. When you gather information such as names, email addresses, job titles, or preferences, you can segment your audience and personalize their experience.
For instance, a simple form can ask what industry a user belongs to, allowing you to serve content or offers that speak directly to their needs. Personalized CTAs based on this data—like “See How We Help Tech Companies” or “Get Marketing Tips for Retail”—can significantly boost engagement and conversions.
We also recommend tracking user behavior (e.g., pages visited, downloads, or time spent on site). This allows you to deliver dynamic content that aligns with their interests. That way, your website feel less like a one-size-fits-all tool and more like a tailored experience for your customers.
“Dynamic content keeps visitors engaged, encourages exploration, and makes the experience feel tailored to their needs. This could take the form of quizzes, videos, chat features, or personalized content blocks.”
– Technology Therapy® Group
Treat Yourself to a Better Website in 2025
Your website is more than just a digital presence—it’s a dynamic tool that shapes user experience and drives business growth. Proactively updating your website with engaging content, strategic CTAs, and personalized elements ensures it remains relevant and impactful. As you head into the new year, investing in these updates can boost user engagement, strengthen your marketing efforts, and set your business up for success in 2025 and beyond.
Time to Transform Your Website?
Reach out to the TTG pros to start your website redesign today. And check out some of our past web projects we’ve done to help inspire yours!
