THE 7 TYPES OF WEBSITE VISITORS
And how to design for all of them
Not all visitors to your website are created equal.
Some arrive with a credit card in hand, ready to buy. Others are just kind of poking around. Some visitors read every word, while others are doing well to glance at a headline before bouncing.
Just like with so many other things in life, your website isn’t being experienced one single way; it’s being seen and interpreted through many different lenses.
That’s why understanding the different types of visitors your website might be getting is one of the most powerful tools you have. When you design with real human behavior in mind, your website becomes more intuitive, more persuasive, and, ultimately, more effective.
Let’s break down the seven most common types of website visitors and how you can appeal to all of them.
1. The Skimmer
“Get to the point.”
The Skimmer is busy and distracted. They probably have 21 tabs open… per browser window. They sadly aren’t reading your thoughtfully-written paragraphs; they’re scanning for basic information and a quick confirmation that they’re in the right place. You have about 5 seconds to snag them before they’re gone.
How to design for them:
Prioritize clear headlines that say exactly what you do
Write short paragraphs and bullet points
Bold key phrases and include strong section breaks
Make your calls to action obvious [e.g. “Book a Call” or “View Packages”]
2. The Researcher
“Tell me everything.”
This visitor wants depth. They’ll read your case studies and the entire FAQ, examine client testimonials, and do a deep dive into your past blog posts. They’re comparing options and doing their homework. The Researcher builds trust through transparency.
How to design for them:
Include detailed service pages with clear explanations
Go big with long-form content [blogs, guides, resources]
Feature client results, process breakdowns, and FAQs
Don’t forget to sprinkle in internal links that let them explore further
3. The Stalker
“I’m not ready to reach out… but I’m watching.”
This visitor might never fill out your contact form, but they’re there. They’re checking your About page, scrolling your portfolio, and judging your overall vibe. Design and visuals matter a lot to them. They’re always on the lookout for updates like a new social media or blog post. By the time you hear from them, they’ll have already decided if they trust you or not.
How to design for them:
Invest in strong brand photography and visuals
Write a compelling About page that feels human
Include social proof [testimonials, recognitions, case studies]'
4. The Overthinker
“Is this really the right choice?”
The Overthinker needs reassurance. They’re worried about price, process, commitment, and outcomes, and they tend to hesitate because they absolutely don’t want surprises. In this case, it’s less about reducing friction and more about reducing their anxiety.
How to design for them:
Make it clear what happens next
If you can, make sure your pricing is clear and transparent. At the very least, include starting ranges
The Overthinker loves “What to Expect” sections
5. The Ready-to-Buy Visitor
“Just tell me where to click.”
This is the dream visitor, and, surprisingly, the easiest one to lose if your site is confusing. The worst possible thing your site could do at this point is slow them down.
How to design for them:
Prioritize prominent, repeated calls to action
Keep your contact form simple
Make the site easy to navigate
Include clear next steps on every key page
6. The Visual Learner
“I need to see it to believe it.”
This visitor responds more to images than words. They’re drawn to aesthetics, layout, and visual storytelling. Visual thinkers decide quickly, often subconsciously.
How to design for them:
Nix the stock photography and invest in high-quality photos
Utilize a visual hierarchy that guides the eye
Feature examples of your work or results
Use clean, uncluttered layouts
7. The Skeptic
“Prove it.”
This visitor doesn’t trust easily. They’ve been burned before or are naturally cautious. You’ll need to build trust with them through clarity, consistency, and social credibility.
How to design for them:
Prominently feature testimonials with real names and photos
Show off a little and include case studies with measurable results
Make sure your credentials and experience are clear
Keep your messaging consistent
Why This All Matters
The most successful websites don’t cater to just one type of visitor. You’ll notice that there is a lot of overlap between the different visitors to your site. Overall, you’ll fare best if your website has clear headlines, informative copy, good visuals, truth and transparency, and an easy roadmap to follow to close the deal.
Great websites work with human behavior, not against it.
For example: Did you know? Most people don’t read websites linearly. In fact, research shows that visitors typically follow one of two patterns:
F-shaped pattern: starting at the top, scanning left, and moving downward
Z-shaped pattern: scanning left to right across the top, then diagonally down
When it comes to good design, it’s less about looking good and more about being functional. And a big part of that is directing your visitors’ focus. Place vital images and valuable information in your visitor’s focal points, and ensure they’re bigger and bolder than other elements on the page. That way, visitors know exactly where to look.
Do this! Do that! There are so many things to think about when it comes to designing your website, and it’s easy to start feeling overwhelmed. Let us take the design of your website off your plate! Learn more about working with us HERE.
