What do customers and prospects expect from your small business website?

Actually, the answers are pretty simple, according to a recent study, the State of the User Experience Report. But failing to deliver on customer expectations could have lasting repercussions for your business.

Website performance

A high-performing website loads quickly, streams without buffering and otherwise delivers from a technical standpoint. This is by far the most important thing customers care about, cited by 52 percent of respondents.

What defines “loading fast”? Most consumers (60 percent of those polled) won’t wait more than five seconds for a web page to load; about 20 percent won’t even wait three seconds. If a website doesn’t load quickly enough, more than 30 percent of respondents will leave the site and buy from a competitor’s website instead.

Fresh, updated content

The second-most important factor in consumers’ experience. If you have an ecommerce website, it needs to be updated regularly, just like a physical store’s displays would be, to entice customers to buy new merchandise. If you create other types of content, such as blog posts or articles, those need to change regularly, too.

Consistency on mobile and desktop

This is the third most important factor, but can be the hardest for small companies to achieve. A whopping 85 percent of customers use mobile devices at least occasionally to go online, and more than half use mobile devices to go online “most of the time.” If your website isn’t mobile-friendly, don’t delay in getting it there—and keep in mind that 40 percent of customers expect your site to load just as fast on their smartphones or tablets as they do on their desktop computers.


Personalization is a hot buzzword in online marketing today, but the news from this survey is that customers don’t care about it all that much. In fact, 40 percent of consumers don’t want a website to remember them from visit to visit. Concerns about privacy are still very real for online visitors, so a business’s efforts to personalize the online experience must tread a fine line. You don’t want to freak customers out by making them feel like Big Brother is watching them!

Does your website give prospective customers what they want? If you spot any gaps in what you’re delivering online, a SCORE mentor can help you figure out how to fill them. Visit to get matched with a mentor and start getting help from experienced entrepreneurs.

About the Author(s)

Rieva Lesonsky

Rieva is CEO of GrowBiz Media, a content and consulting company specializing in covering small businesses and entrepreneurship and

CEO, GrowBiz Media