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What Info Do Consumers Value Most on Local Business Websites?

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Consumers most value the "four Ps"—product, price, place, and phone number—on local business websites, according to a recent report from BrightLocal.

A list of products is the most valued piece of information (12% of respondents picked it as most important), followed by a price list (11%), phone number (11%), physical address (10%), and hours of operation (10%), the survey of 811 consumers in the US and Canada found.

Only 4% of respondents say an attractive website is the most important element, and just 3% cite company images, according to the study.

As for the least-valued elements on local business websites, only 1% of respondents are interested in company blogs and in pictures of staff members.


Below, additional key findings from the report.

Website Design

  • Only 5% of respondents say a bad or ugly website would put them off from using a local business altogether.
  • Older consumers (55+) give more credit to a business that has a "clean and smart" website, whereas younger consumers (18-34) are more design-oriented and less likely to use a business that has a clunky site.
  • Consumers age 18-34 are twice as likely than those age 55+ to contact a local business if they have a website.

Business Choice

  • Business proximity is the most important factor when deciding whether to use a local business (18% cited as the top factor).
  • Clear contact details (16%) and company information (16%) are also key factors.

About the research: The report was based on data from a survey of 811 US and Canadian consumers (46% male, 54% female).


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Ayaz Nanji is a digital strategy and content consultant. He is also a research writer for MarketingProfs. His experience includes working as a strategist and producer of digital content for Google/YouTube, the Travel Channel, and AOL.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Omar Avila Mon Feb 17, 2014 via web

    Looking at the graphs, I noticed that one great observation to make is the correlation bewtween the desire of having a 'clean, smart looking website' with the priority of 'list of products'. A good takeaway is that your products NEED to be listed in a aesthetically pleasing structure in order to be considered on that structure.

  • by Localmark.co Mon Feb 17, 2014 via web

    This is really fascinating, especially the stats on ugly websites. I've always been under the impression that bad or ugly websites lower customer expectations of the business.

  • by Jamie Billingham Fri Feb 28, 2014 via web

    I think one of the challenges with this kind of research is that people very often say they like or dislike something but when you actually track their behaviour a different story emerges. There are all kinds of biases that interfere with reality. I say A/B test everything :-)

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