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.
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.
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.
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.
A website aimed at people who already know what they want will often look very different from one designed to educate and guide visitors who are still exploring their options.
Before deciding what your website should say, it is worth considering what your visitors are actually trying to achieve when they arrive.