What Percentage of Consumers Check a Business's Website Before Visiting?
62% of consumers will ignore businesses without a website entirely.
76% of consumers check a business’s website before visiting for the first time, according to research by Visual Objects. Of those who research online, 45% will visit the business in person after finding a strong digital presence. This makes your website one of the most important factors in converting online searchers to in-store customers.
Data current as of February 2025
Key Statistics at a Glance
- 76% check the website before a first visit (Visual Objects | 2024)
- 81% research online before making a purchase (GE Capital | 2024)
- 75% judge credibility based on website design (Stanford Web Credibility | 2024)
- 84% find websites more credible than social media (Blue Corona | 2024)
- 94% of first impressions are design-related (Web Credibility Research | 2024)
The Research-to-Visit Journey
For local businesses, the customer journey increasingly starts online—even when the transaction happens in person:
This means a business’s website filters roughly half of potential customers. Those who don’t find what they need—or don’t trust what they see—move on to competitors.
What Consumers Look for on a Business Website
When consumers check a website before visiting, they’re looking for specific information:
| Information Sought | % of Visitors | Why It Matters |
|---|---|---|
| Hours of operation | 68% | Plan their visit timing |
| Location / directions | 63% | Navigate to the business |
| Services / products offered | 59% | Confirm the business can help |
| Pricing information | 55% | Assess affordability |
| Contact information | 51% | Call ahead with questions |
Source: Clutch Consumer Survey | 2024
Website Credibility = Business Credibility
75% of consumers judge a business’s credibility based on its website design. This isn’t superficial—consumers use website quality as a proxy for business quality:
- 94% of first impressions are design-related
- 88% won’t return to a website after a bad experience
- 57% won’t recommend a business with a poorly designed mobile site
- 38% will stop engaging if a website is unattractive
The logic: “If they can’t maintain a professional website, can they deliver quality service?” A dated, slow, or broken website signals neglect—and potential customers leave.
Website vs. Social Media vs. Google Profile
Some businesses rely solely on social media or Google Business Profile. The data suggests this is risky:
A Google Business Profile is essential for discovery, and social media helps with engagement—but a website remains the credibility anchor that consumers expect.
Mobile Matters Most
The majority of local searches happen on mobile devices, making mobile website experience critical:
- 75% of mobile local searches lead to in-store visits within 24 hours
- 61% of mobile users are more likely to contact a business with a mobile-friendly site
- 53% will leave if a mobile page takes longer than 3 seconds to load
A website that looks good on desktop but fails on mobile loses the majority of local search traffic.
The Cost of No Website
An estimated 28% of small businesses still don’t have a website. For these businesses:
- 76% of potential first-time visitors can’t complete their research
- Credibility suffers: Consumers may assume the business is outdated or unprofessional
- Competitors capture traffic: Searchers move to businesses with complete online presence
Sources & Methodology
This analysis draws from the following sources:
- Visual Objects Small Business Survey (2024) – Website research behavior
- Stanford Web Credibility Research (2024) – Credibility perception studies
- Blue Corona Consumer Survey (2024) – Website vs. social media trust
- GE Capital Retail Bank Study (2024) – Pre-purchase research patterns
- Google Think Insights (2024) – Mobile local search behavior
Statistics reflect U.S. consumer behavior. “Website check” includes visiting a business’s website directly or viewing website information via Google Business Profile links.