We Asked 50 Clients What They Actually Want from Their Websites

Instead of guessing what clients want from their websites, we went straight to the source. We surveyed 50 of our clients across various industries to understand their true priorities, expectations, and frustrations. The results were eye-opening and sometimes contradicted conventional wisdom in the web design world.

Functionality Trumps Flash

The most striking finding? A whopping 78% of clients ranked "ease of use" as their top priority, far above visual aesthetics. When we dug deeper, we discovered that many clients had previously worked with agencies that delivered visually stunning websites that were difficult to navigate or update.

"I don't need a website that wins design awards," one retail client told us. "I need one that helps my customers find what they're looking for and helps me make sales."

This doesn't mean aesthetics don't matter—they absolutely do—but functionality forms the foundation of what clients ultimately value most.

Speed Is Non-Negotiable

Nearly every client (94%) mentioned site speed as a critical factor, yet many didn't realize how their design requests impacted performance. When we showed clients the speed difference between a site with heavy animations and one with more streamlined design, most chose the faster option even if it meant sacrificing some visual elements.

• 62% would remove a video background if it improved loading time by 3 seconds
• 71% preferred faster loading over complex animations
• 83% considered mobile loading speed "very important" or "critical"

The takeaway? Agencies need to have honest conversations about the performance implications of design choices early in the process.

Content Control Is Essential

One surprising finding was how strongly clients felt about being able to update their own content. While we expected this from larger organizations, even small business owners emphasized the importance of self-sufficiency.

• 76% wanted to update basic text without contacting their agency
• 68% wanted to add/remove products or services independently
• 54% wanted to publish blog posts without technical assistance

This desire for control doesn't mean clients want to handle everything themselves—they still value expertise for major updates and strategy. But the days of websites that require developer intervention for basic content changes are clearly numbered.

Analytics That Actually Matter

When asked about measuring website success, clients showed little interest in vanity metrics but were deeply invested in conversion-related data:

• Only 23% cared about total page views
• 89% wanted to track specific user actions (form submissions, purchases, etc.)
• 72% wanted to know which content leads to conversions

This signals an important shift in how we should report results to clients. Raw traffic numbers are less impressive than concrete business outcomes tied to website performance.

Security Concerns Are Universal

Regardless of company size or industry, security was a top concern for nearly all clients (97%). Many had either experienced security issues themselves or knew someone who had, making this a particularly emotional topic.

Clients specifically mentioned:

• Fear of data breaches affecting customer trust
• Concern about website downtime affecting sales
• Anxiety about keeping up with security best practices

Proactively addressing security and having a clear explanation of security measures provides significant peace of mind to clients.

The Bottom Line

While every client has unique needs, these common themes emerged clearly across industries and business sizes. The clients we surveyed want websites that work well, load quickly, convert visitors, remain secure, and give them appropriate control over their digital presence.

As web professionals, our challenge is balancing these practical priorities with the creative elements that make websites distinctive and engaging. The most successful projects address both sides of this equation rather than focusing exclusively on either function or form.