Why Low Foot Traffic May Be A Good Sign: A Lesson From My Son
If you've noticed fewer people walking into your store to browse, you're not imagining things, and you're not alone. But before you panic, there's something important to understand: fewer customers doesn't mean fewer qualified customers. Just as fewer website visits don't mean fewer sales. In fact, it's just the opposite.
Today's Shoppers Are Using Search Before They Ever Visit
Whether it's through social media, Reddit, Google, YouTube, websites, or even AI tools like ChatGPT, customers are conducting their research before ever setting foot in a store (or on your website). They're comparing brands, reading online reviews, watching demos, asking around, and narrowing down their choices long before they're ready to buy.
By the time they walk through your doors or visit your website, they often already know exactly what they want; they need someone to help them cross the finish line.
Local SEO in Action: How My Son Found the Right Supplier
Let me give you a quick example. My son recently decided to start his own business, Johnny on the Spot. (Yes, I'm definitely a proud parent over here!) One of his first service offerings was pressure washing, and when it came time to invest in equipment, he didn't just walk into the first store he saw.
He went into full research mode—reading up on terms like PSI (pounds per square inch) and GPM (gallons per minute) and comparing equipment options. He discovered Whisper Wash, a surface cleaner brand that fit what he was looking for. Then he searched to see who carried them locally here in Baton Rouge and discovered that Bozeman Distributors was the place to go.
So when he walked into Bozeman, he wasn't just browsing - he was ready to make a purchase. He knew what he needed, asked thoughtful questions, and was able to work directly with their team to get exactly what he wanted.
Smarter Buyers Are Visiting Your Website And Your Store
That story isn't unique. This is how customers operate now:
They show up, in person or on your website, already knowing what they want.
They've compared prices and features and read reviews. They're not looking for a sales pitch; they're looking for support.
Yes, foot and website traffic may be lower than in years past, but today's customers are of higher quality and closer to a decision than ever before. They're not in your store or on your website by accident; they've already chosen you as a potential provider.
How to Align Your Website and Marketing With Buyer Behavior
Here's how to make the most of today's more informed buyer:
- Give them an amazing experience. Make it easy, friendly, and smooth.
- Listen first, then guide. Let them tell you what they've researched, then fill in the gaps or steer them toward the best solution.
- Validate their research. Confirm they're on the right track, and build trust in the process.
- Be ready to educate. Even the most informed buyers may have overlooked something important; they should be the experts they trust to tell them.
Today's Marketing Isn't About Persuasion; It's About Partnership
It's a new era of retail. The power has shifted to the buyer, and that's not a bad thing. Your role is evolving from "salesperson" to "trusted partner," and businesses that lean into that role will thrive.
Oh, and if your driveway or patio could use a refresh, look no further than Johnny on the Spot. He's researched every nozzle, every pressure setting, and every piece of equipment to get the job done right. (Did I mention I'm a proud parent?)
What This Means for Agencies and Website Strategy
We see this same behavior every day in our digital marketing agency. When businesses reach out to us, they've usually already done extensive research. They've explored digital advertising, traditional media buys, and websites they like. They know what they're looking for; they want to find a team they can trust. A team that's honest, experienced, and invested in their success.
And we welcome those kinds of clients with open arms.
Whether we're lucky enough to work together or not, we genuinely enjoy discussing our craft, sharing ideas, and helping businesses grow. Because just like my son with his new pressure washing business, we know that when someone walks through your door informed and intentional, it's a sign they're serious. And that's always a good thing.
