When business owners talk about their website, they often focus on what they want to say.
The trouble is that visitors arrive with their own goals, and those goals are not always the same.
Over the years, I’ve noticed that most website visitors tend to fall into one of three broad categories. Understanding the difference can help when deciding what information to include on a website and how to structure it.
Trackers
Trackers know exactly what they are looking for.
They may have searched for a specific service, product, document or piece of information and simply want to find it as quickly as possible.
These visitors appreciate clear navigation, straightforward wording and easy access to information. If they have to hunt around for what they came for, they may leave before finding it.
What it means for your website
Trackers want to get to the information they came for quickly. Clear navigation, descriptive page titles, obvious calls to action and information that is easy to find are often more important than long explanations.
What it means for SEO
Trackers tend to use very specific searches because they already know what they want.
For example:
- emergency plumber Kingston
- Feltons Solicitors phone number
- Italian restaurant Surbiton menu
Hunters
Hunters know roughly what they need but have not yet decided on the exact solution.
They might know they need a new website, for example, but are still comparing different approaches, providers or budgets.
These visitors often have questions. They are looking for reassurance, explanations and evidence that they are making the right decision.
Case studies, examples of work and clear explanations can help them move forward.
What it means for your website
Hunters need reassurance. They’re likely to read testimonials, compare services, look through your portfolio and want clear answers to their questions.
What it means for SEO
Hunters often use comparison-based searches. They know the type of service they need but are still deciding who to trust.
For example:
- best plumber Kingston
- family solicitor Kingston
- web designer Surbiton
Explorers
Explorers are not necessarily looking for a specific product or service.
They may simply be gathering ideas, researching possibilities or trying to understand what options are available.
These visitors are often attracted by useful articles, examples, inspiration and content that helps them think through a problem they may not have fully defined yet.
What it means for your website
Explorers benefit from useful content that helps them understand a problem, discover possibilities or think about their next step. Blog articles are often written with these visitors in mind.
What it means for SEO
Explorers usually search using broader, question-based phrases because they’re still learning or researching.
For example:
- why is my boiler losing pressure
- do I need a solicitor to buy a house
- how often should a business website be redesigned
Which type visits your website?
Most websites attract a mixture of all three.
The question is not whether Trackers, Hunters or Explorers visit your website. The question is which group matters most to your business.
The balance between them can influence everything from your website structure and content to the keywords you target.
Understanding what your visitors are trying to achieve helps determine both what your website needs to do and the SEO strategy behind it.