What Users Want in a Website

You must know what people want online before you can design and set up a website that will serve their purpose. Whether it will be used for research, for purchase, or just for fun, the web designer must understand what motivates a user once he or she logs on to meet their needs and watch business and activity on the site increase. But the experts don't seem to agree on what people want.

Some designers subscribe to the notion that people are looking for entertainment on the Internet;  therefore, they construct messages aimed at persuading while playingthey build a flash-based site complete with sound and video. Hard-core marketers stick to the time-honored, direct-response model: Grab them when you can, get 'em to take action, and then sell, sell, sell. The answer may be that the consumer wants a lot more control than we give them credit for.

Two independent studies shed light on this quandary: Zatso conducted one and Pew Research conducted the other.  Both surveys give us strong clues to what people do online. People want to accomplish something online. They are not aimless surfers hoping to discover a cyber treasure. Instead, the average web user is a goal-oriented person interested in finding information and communicating with others—a person interested in doing something he or she set out to complete.

A brief look at the results of these studies point toward the following:

  • The number one use of online activity is e-mail, a quick method of keeping in touch and building and maintaining relationships.
  • 33% of the respondents reported that they read news online, with their interests centered on local news.
  • 50% went online regularly to purchase products and services.
  • 75% went online in search of information about their hobbies or purchases they  planned to make.
  • Over 50% did educational research, and 54% were seeking data about health, medicine, or insurance.
  • A surprising 47% regularly visited government websites.
  • 38% researched job opportunities.
  • The number one complaint? Slow-loading websites or pages.

A Word about SEO

As professional copywriters, we create compelling text that wins you more exposure, more interest, and more sales. But what about more hits and better search engine results? We have and continue to study Search Engine Optimization (SEO), as we write, for the best legitimate techniques to gain better organic page placement.


SEO Disclaimer We are not SEO experts, nor do we claim to be. We do not take on SEO-only assignments. We do however, employ these techniques into each website we develop.


Before we write the first word of copy, we research your keywords and phrases. Often, these words or phrases are not intuitive. We then take the top five to six of these and strategically place them in copy for your home or landing page. We use these and other key words on your support pages to enhance the ranking of the overall site.

SEO is an online marketing approach that improves the visibility of your site. SEO is not a quick-fix to gain top ranking in 30 days or lessit is a proven methodology that results in ongoing, organic traffic; if maintained, it will have a lasting impact on your site.

SEO copywriting is an evolving technology that can and will change over time. This is why we continue to study, gain new skills, and capitalize on proven methods that benefit our clients.

The following JC Consulting Services Guidelines have proven to be essential for gaining better placement on Google, Yahoo!, and Bing.

  • Research to find the best keywords and phrases
  • Develop web content that is keyword rich, well written, and error free
  • Build all content pages with keyword-rich text, not just your landing page
  • No keyword spamming, with strict adherence to Search Engine Guidelines
  • Ensure that HTML tags are consistent and represent the active page

Let JC Consulting Services develop your web presence so you can watch your business grow!