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).


Enter your email address to continue reading

What Info Do Consumers Value Most on Local Business Websites?

Don't worry...it's free!

Already a member? Sign in now.

Sign in with your preferred account, below.

Did you like this article?
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
  • Copy Link

  • Email

  • Twitter

  • Facebook

  • Pinterest

  • Linkedin


ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji