What Do Edmonton Consumers Really Want from Your Business Website?

It's a Friday night (just imagine), and you're craving some delicious Vietnamese pho. 

You pull out your phone, ready to find a cozy spot in Edmonton to satisfy your craving. You click a link and find a total mess of a website. Over the course of a minute or so, you find slow-loading pages, no idea where to find the menu, and no opening times displayed anywhere.

Frustrated, you give up and order pizza instead.

Now imagine this experience is happening to customers coming to your website. They're getting frustrated with your web experience and are leaving for a competitor. The result is you missing out on revenue, profit, an improving reputation in the eyes of locals, and growth.

And if people ask their friends, family, and other networks for recommendations (which they absolutely do), your business won't come up. Now, you're leaking potential customers across the board.

This guide helps prevent these issues. I'm taking you on a journey through exactly what Edmonton consumers look for in a website and what features and functions you need to have in place to attract and retain Edmonton customers.

Let's get into it.

What are the essential website features for Edmonton consumers?

There are a few things to consider when making a good website for Edmonton consumers. Here's the insider scoop.

User-friendly design and navigation

Just like you'd want your physical store to be welcoming and easy to navigate, your website should be too. Here's how to make that happen:

• Clear and intuitive site structure: No one wants to play hide-and-seek with important information. Ensure your website has a logical structure with clear headings, menus, and categories. Think of it like a well-organized map that guides visitors to precisely what they're looking for.
• Easy-to-find contact information: Don't make your customers hunt for your phone number or email address! Display your contact information prominently in the header or footer of your website, and consider adding a contact form for easy inquiries.
• Mobile responsiveness: More than 60% of global internet traffic goes through mobile devices. Chances are your customers are then coming to your website from their phones. That means your website needs to look amazing on all devices – smartphones, tablets, and desktops. A responsive design ensures that your website adapts seamlessly to different screen sizes.
• Fast loading speeds: Time is precious to your customers, so respect it. No one wants to wait around for a slow website to load. Optimize your images, use a reliable hosting provider, and minimize plugins to ensure a lightning-fast experience. You can use GTMetrix to test your speeds.
• Visually appealing layout: Aesthetics matter! Use high-quality images, a clean layout, and a consistent colour scheme that aligns with your brand. Remember, your website should be visually engaging and reflect your unique brand identity.
• Accessibility considerations: Make sure your website is accessible to everyone, including people with disabilities. Follow accessibility guidelines (WCAG) by using proper heading structure, alt text for images, and sufficient colour contrast.

By focusing on these elements, you'll create a website that's a joy to use and keeps visitors coming back for more.

Post high-quality content

Think of your website content as the heart and soul of your online presence. It's what draws people in, keeps them engaged, and ultimately convinces them to choose your business. Here's how to create content that truly connects with your Edmonton audience:

• Relevant and informative: Step into your customers' shoes. What are their pain points? What questions do they have? Create content that addresses their needs and provides valuable solutions. Whether it's blog posts, product descriptions, or FAQs, make sure your content is informative and relevant to their lives in Edmonton.
• Engaging and well-written: No one wants to wade through boring, jargon-filled text. Keep your writing clear, concise, and engaging. Use a conversational tone, as if you're chatting with a friend over a cup of coffee at Credo. Break up long paragraphs with headings, bullet points, and visuals to make your content easy to digest.
• Use of visuals: A picture is worth a thousand words, right? Use high-quality images and videos to enhance your content and capture attention. Showcase your products, your team, or even the vibrant Edmonton scenery to create a visually appealing experience.
• Regularly updated blog: A blog is a fantastic way to share your expertise, connect with your audience, and boost your SEO (more on that later!). Publish fresh, insightful content regularly to keep your website active and engaging. Think about topics that resonate with Edmonton consumers, like local events, community initiatives, or seasonal tips.
• Customer testimonials and reviews: Social proof is powerful. Feature testimonials from satisfied customers to build trust and credibility. Encourage reviews on your website and social media platforms to showcase the positive experiences others have had with your business.

And don't think you need to get everything right the first time. Chances are you won't. Instead, create content to a standard you're happy with, but don't be afraid to revisit it. 

Go back, refresh it, add new information and experiences, update the statistics and data. Keep it fresh and relevant. Google and consumers love this.

By creating high-quality content that informs, engages, and inspires, you'll establish your business as a trusted resource in the Edmonton community.

Strong Calls to Action (CTAs)

CTAs are your website's gentle nudges that guide visitors toward the desired action. Whether it's making a purchase, contacting your team, or signing up for a newsletter, clear and compelling CTAs are essential. Here's how to make them actually get the engagement you're looking for:

• Clear and concise: Don't beat around the bush. Use action-oriented language that tells visitors exactly what you want them to do. Instead of a vague "Click here," try something like "Get a Free Quote" or "Download Now."
• Strategically placed: Think about the natural flow of your website and place CTAs where they make the most sense. For example, after a compelling product description or at the end of a blog post. Don't be afraid to use multiple CTAs throughout your website, but avoid overwhelming visitors with too many choices.
• Variety of CTAs: Different visitors may be at different stages of the buying journey. Offer a variety of CTAs to cater to their needs. For example, you could have CTAs for "Contact Us," "Learn More," "Shop Now," or "Book a Consultation."

By using strong CTAs, you'll encourage visitors to take the next step and engage with your business further.

Show signs of trust and credibility

Building trust with your Edmonton audience is paramount. Consumers want to feel confident that they're dealing with a reputable business. There are far too many scams out there, and people are savvy. Here's how your website can convey that all-important sense of trust:

• Host a secure website (HTTPS): That little padlock in the address bar makes a big difference! Ensure your website has an SSL certificate, which encrypts data and protects user information. It's a basic security measure that shows you take your customers' privacy seriously.
• Displaying trust badges: Think of trust badges as digital seals of approval. Displaying badges from recognized organizations like the Better Business Bureau, Trustpilot, or Norton Security can boost consumer confidence. You can also embed Google reviews.
• Have an About Us page with business information: Let your personality shine! Create an "About Us" page that tells your story, introduces your team, and highlights your values. Edmonton consumers want to connect with the people behind the business.
• Privacy policy and terms of service: Transparency is key. Clearly outline your privacy policy and terms of service to show that you're upfront and honest about handling customer data.
• Social proof: Don't underestimate the power of social media. Link to your social media profiles and showcase positive reviews and testimonials to demonstrate your credibility and build trust.

By incorporating these trust-building elements, you'll create a website that assures Edmonton consumers they're in good hands.

Work on your local SEO

Imagine someone in Edmonton searches for "best coffee shops near me." 

Will your website pop up in the search results? Local SEO efforts are about making that happen, and come down to optimizing your online presence to attract customers in your specific geographic area. 

Here's the lowdown:

• Importance of local SEO for Edmonton businesses: In a city as vibrant as Edmonton, with its diverse neighbourhoods and bustling businesses, standing out in local search results is essential. Local SEO helps you connect with customers actively searching for products or services in your area.
• Optimize your website for local searches: Make sure your website content includes relevant keywords related to your business and location. For example, if you're a bakery in Whyte Ave, use phrases like "Whyte Ave bakery," "best cakes in Edmonton," or "artisan bread in Old Strathcona."
• Use your Google Business Profile: Claim and optimize your Google Business Profile (GMP) profile. This is your online storefront on Google Maps and search results. Make sure your business information is accurate, add photos, and encourage customer reviews.
• Nurture local citations and directories: List your business in relevant online directories and citation sources, such as Yelp, 411.ca, and the Edmonton Chamber of Commerce. Consistent and accurate business information across these platforms helps boost your local SEO.

By focusing on local SEO, you'll ensure that your website appears prominently when Edmonton consumers search for businesses like yours.

How to go above and beyond on your Edmonton website

While the essential features we've covered are crucial (and working on them alone will make a big difference), going the extra mile can set your website apart from the competition. Here are some advanced features and strategies to consider:

Offer advanced features

While basic websites can get the job done, offering more advanced features can offer a more advanced customer experience. These are features are designed to elevate the user experience and provide added convenience for your Edmonton customers:

• Live chat for instant customer support: Imagine a customer browsing your website with a burning question. Live chat allows them to get instant support, just like they would in a physical store. This real-time interaction can enhance customer satisfaction and increase conversions.
• Online booking or appointment scheduling: Whether you're a hair salon, a dentist, or a consultant, offering online booking streamlines the process for your customers. They can easily schedule appointments conveniently, saving them time and hassle.
• E-commerce functionality: If you sell products, integrating e-commerce functionality into your website is a must. Provide a seamless online shopping experience with secure payment options, clear product descriptions, and user-friendly checkout processes.
• Customer portal for account management: Give your customers the power to manage their accounts, track orders, and access their purchase history through a dedicated customer portal. This personalized experience fosters loyalty and repeat business.

Offer personalization

Thanks to the big companies and enterprises of the world, consumers expect personalized experiences. Here's how to cater to that expectation on your website:

• Personalized content recommendations: Use data and analytics to understand customers' preferences and offer tailored content recommendations. For example, if someone is browsing your gardening supplies, suggest related products or blog posts about Edmonton gardening tips.
• Targeted offers and promotions: Everyone loves a good deal. Use targeted offers and promotions to entice customers and encourage conversions. You can offer discounts for first-time buyers, exclusive deals for email subscribers, or personalized recommendations based on their past purchases.
• User accounts and preferences: Allow customers to create accounts where they can save their preferences, such as shipping addresses, billing information, and product wishlists. This simplifies the checkout process and makes their experience more convenient.

The best way to do this is to use tools that can automate the process. For example, email marketing platforms like MailChimp are great for building email lists and then putting your subscriber's names in each email. You'll never have to write them manually again.

Get engaged with the community

Edmonton people especially love community, and if you're shown to be an active part of the local area, people are far more likely to see your business, and think positively of you. 

Try to think of some outside-the-box ways of doing this. 

• Highlighting local involvement: Are you sponsoring a local event or supporting a community initiative? Share it on your website! This demonstrates your commitment to Edmonton and builds a positive brand image.
• Showcasing Edmonton events or initiatives: Create a section on your website dedicated to local events, festivals, or community initiatives. This provides valuable information for your audience and positions you as a local resource.
• Engaging with local influencers: Collaborate with Edmonton influencers or bloggers to reach a wider audience and build brand awareness.

By incorporating these advanced features and strategies, you'll create a website that truly stands out in the Edmonton market and provides an exceptional experience for your customers.

How to measure and action website success

It's not enough to just have a website. You need to understand how it's performing and make adjustments along the way. Think of it like a hockey game—you need to track the score and analyze the plays to come out on top.

Otherwise, you're simply keep repeating the plays that don't work and you'll end up losing. Here are some of the key metrics to keep an eye on.

• Website traffic: How many people are visiting your website? Track the number of visitors, page views, and unique visitors to understand your website's reach and popularity.
• Conversion rates: Are visitors taking the desired actions, such as purchasing, filling out a contact form, or signing up for your newsletter? Track your conversion rates to measure the effectiveness of your website in achieving your business goals.
• Bounce rate: Are visitors leaving your website after viewing only one page? A high bounce rate could indicate issues with your website's design, content, or user experience.
• Time on site: How long are visitors spending on your website? Longer time on site generally suggests that visitors are engaged with your content and find it valuable.

Don't get distracted by vanity metrics. Follower counts on social media, for example, are quite useless and a distraction if not used correctly. 

I'd rather have 1,000 people follow me, but each one loves the content I put out and works with me than one million followers who don't really care.

Using analytics tools

Again, you don't need to do everything related to your website manually these days. There are plenty of tools out there that help you track your website's performance and gather valuable insights:

• Google Analytics: This free tool provides a wealth of data about your website traffic, user behaviour, and conversions. It's a must-have for any business looking to understand their online audience. This is pretty much the bread-and-butter tool for anyone wondering how Google sees their website.
• Heatmaps: Visualize where visitors are clicking, scrolling, and hovering on your website. Heatmaps can help you identify areas of interest and potential usability issues.
• A/B testing: Experiment with different versions of your website elements (e.g., headlines, CTAs, images) to see which performs better. A/B testing allows you to make data-driven decisions to optimize your website for conversions.

By tracking these metrics and utilizing analytics tools, you'll gain valuable insights into your website's performance and identify areas for improvement. It's like having a coach in your corner, helping you fine-tune your website to achieve your goals.

Final thoughts

And with that, we come to the end of a very actionable guide with a ton of strategies to focus on. If you can bring these considerations into your workflow and focus on improving them moving forward, you'll create a far more effective and welcoming user experience for your website that translates into some very real results.

But let's be honest, building a killer website can be challenging, which is where we come in.

Instead of burning yourself out and running yourself into the ground wearing all the hats in your business, let us, the experts, take care of your website so you can spend your energy on other areas of your business.

Ignite Web Design is your one-stop shop for all things web design and SEO. We're passionate about helping Edmonton businesses like yours thrive in the digital world.

Contact us today for a free consultation, and let's ignite your online success together.