When designing your website, remember, your website is having conversations on your behalf on a daily basis. These potential customers have buying behaviors that vary widely from person to person. Just like everyone else we all like to think we are unique and special. “There’s no one quite like me.”, and you are right. You are special. (At least that’s what your mom said.) However, for the sake of this discussion let’s lump every human on the planet into four basic personality types.

Competitive – Competitive consumers want to price shop, see the value before they will move. They want to be certain they get the best deal in town.

Methodical – Methodical consumers take their time, get the facts, research and make an informed decision.

Spontaneous – Spontaneous consumers are focused on the when. They want the instant download and are more likely to make an impulse purchase.

Humanistic – Humanistic are focused on the who. They want to know the people behind the company, the history and establish personal attachment to your brand or product. These consumers tend to be very loyal.

So how does this affect my website design?

1. Place your value statement / competitive advantage and a clear call to action high on the page.

2. Be sure to give your call to action a healthy share of the real estate. Use Color, spacing and font choice to ensure your value statement and call to action are easy to see and read.

This will capture the competitive and spontaneous users first. They tend to move more quickly to a buy, click, subscribe or follow decision.

As soon as the user scrolls down the page, we know we are probably dealing with a methodical or humanistic consumer.

These consumers will be looking for more information. They will take more time and will need to feel good first. It’s like sticking a toe in the water first. Then, only after determining the water temperature is optimal, they will jump in the pool. And because they take more time you have to keep their attention or they will get board and go to your competitor. Give them something that builds confidence. Testimonials, product ratings, company history, meet our team etc.

Remember we all different but the same. Learning to design your site for all personality types will get you a better conversion rate where visits turn in to prospects and prospects into customers.

I hope this has been helpful. Check back often and together we’ll turn this economy around one small business at a time.