Asked 300 People! What Points Do You Emphasize When Viewing a Website? (Survey by Foresight Creation Inc.)

A website is one of the important touchpoints where companies and services meet users. We look at various websites daily, such as when searching for products or services, checking company information, or considering inquiries. On the other hand, precisely because information has become so abundant, whether a site is perceived as 'easy to see,' 'easy to understand,' or 'easy to use' significantly influences the impression of the site.

Especially for corporate websites, not only the beauty of the design but also the ability to quickly find the information you want, read text without burden, and operate buttons and menus without hesitation are important. No matter how attractive the service offered, if the information is difficult to convey on the site, it can cause anxiety and stress to users.

Therefore, Foresight Creation Inc. (https://hp.f-creation.co.jp/), which supports website production and improvement, conducted a survey targeting 300 men and women aged 15 to 59. The survey investigated points emphasized in the first impression when viewing a website, ease of use of menus and buttons, characteristics of easy-to-read pages, elements that cause stress, and impressions of helpful columns.

We hope this survey will serve as an opportunity to consider creating websites that are easy for users to understand and use with peace of mind, and provide helpful hints for future website production, renewal, and review of information dissemination.

Q1. When you view a website, what point do you emphasize most in your first impression?

The most common answer was "clarity of information," at 47.7% (143 people). It is thought that many people emphasize being able to immediately understand "what kind of site it is" and "where the information they want is located" when they open a website. While visual impression is important, it seems that whether the content can be understood without confusion greatly influences the first impression.

This was followed by "loading speed" at 14.3% (43 people), "ease of operation" at 13.6% (41 people), and "sense of trust (corporate-like appearance)" at 12.7% (38 people). Many people may feel inconvenience before even looking at the site if the page display is slow or the position of menus and buttons is unclear. Also, for corporate sites, "whether it is a trustworthy site to view" may be judged from the design and organization of information.

On the other hand, "quality of photos/visuals" accounted for only 7.0% (21 people), and "stylish appearance" accounted for 4.7% (14 people). While design and visual appeal are helpful in creating an impression, it can be inferred that clarity of information transmission is more important than the appearance itself in the first impression.

Q2. What points do you find easy to use in a website's menu (navigation)? (Multiple answers possible: Note 1)

The most common answer was "simple structure," at 54.0% (162 people). Since website menus are the entry points for moving between pages, it is thought that clarity, allowing users to reach their desired page without getting lost, is emphasized over complex structures.

This was followed by "visibility of the menu" at 50.3% (151 people) and "clarity of categorization" at 42.0% (126 people). It seems that not only the presence of menus but also the readability of text, layout, and clarity of which information belongs to which category are factors that influence ease of use.

On the other hand, "few items" was 15.7% (47 people), and "always visible" was 11.3% (34 people). While there is a certain need for reducing the number of items or making them fixed, it is inferred that intuitive usability through structure, appearance, and organization of categories is more important.

Q3. What features of buttons on a website make you want to click them? (Multiple answers possible)

The most common answer was "easy-to-understand placement," at 48.3% (145 people). It is thought that buttons on a website are emphasized not only for being in a conspicuous location but also for being naturally discoverable within the flow of reading the page. For example, if a contact button appears immediately after confirming service details, the placement makes the next action clear and is likely to lead to a click.

This was followed by "easy-to-understand wording (e.g., Try for Free)" at 45.7% (137 people) and "trustworthy wording (e.g., Official, Proven Track Record)" at 35.3% (106 people). It is also important that users understand "what will happen when clicked" before pressing a button, and that the wording does not cause anxiety. Wording that conveys specific actions or benefits is easier for users to judge than simply "Click here" or "Learn More."

On the other hand, "large size" was 17.7% (53 people), and "conspicuous color" was 15.0% (45 people). While making buttons stand out with size or color has a certain effect, it doesn't necessarily make users want to click them on its own, and it seems necessary to consider it in combination with the clarity of placement and wording.

Q4. When reading a website page, what features do you find easy to read? (Multiple answers possible)

The most common answer was "diagrams/illustrations" at 61.0% (183 people). When reading text on a website, many people find it easier to understand if the content is supplemented with diagrams or illustrations rather than explained solely with text. In particular, flow of services, pricing structures, and comparison details are easier for readers to grasp when visually organized.

This was followed by "short sentences" at 48.7% (146 people). Long sentences can feel burdensome before even starting to read. Therefore, shortening sentences and concisely summarizing the intended content is an important element in creating easy-to-read pages.

In addition, "ample whitespace" was 25.7% (77 people), "frequent use of bullet points" was 23.7% (71 people), and "frequent use of headings" was 16.7% (50 people). It can be inferred that not only the amount of main text but also whether information is organized through whitespace, headings, and bullet points affects readability.

Q5. When viewing a website, what situations cause you stress or dissatisfaction? (Multiple answers possible)

The most common answer was "many advertisements" at 59.7% (179 people). If advertisements appear repeatedly while viewing a website or hinder reading the main text, users find it difficult to concentrate on the content. Advertisements themselves are not inherently bad, but depending on their placement and quantity, they can easily lead to dissatisfaction with the entire site.

This was followed by "cannot find necessary information" at 46.7% (140 people), "text is too small and difficult to read" at 44.3% (133 people), and "page loading speed is slow" at 41.7% (125 people). Users expect to be able to quickly find the information they want, read text without strain, and have pages display smoothly. Even one inconvenience can be a reason for leaving the page.

Furthermore, "forced registration" was 40.0% (120 people), and "buttons and links are difficult to press" was 38.3% (115 people). Being asked to register before viewing necessary information, or finding it difficult to operate to proceed to the next page, can easily cause users to feel burdened.

On the other hand, "difficult to operate on a smartphone" was also 22.3% (67 people), indicating that consideration for ease of use on smartphones is also necessary.

Q6. When performing a typical search, do you often read the helpful columns on websites?

The most common answer was "read only if easy to read," at 55.0% (165 people). Users who visit a website prompted by a search do not necessarily read the columns thoroughly; they tend to check the content if they find it easy to read. It is thought that whether the desired information is clearly indicated by the title or headings, and whether the main text is structured for easy reading, influences whether it is viewed.

This was followed by "rarely read" at 39.0% (117 people). Even if users visit a page from search results, a certain number of people may leave without reading the column if they feel the text is too long, the content is unclear, or they cannot quickly find the information they want.

On the other hand, "read often" accounted for only 6.0% (18 people). While helpful columns are effective for providing information, it is inferred that to get readers to engage, it is important to break down specialized content and make it easy to read with headings, diagrams, and short sentences.

Q7. When a company's website has a "helpful column," what impression do you get of that company?

The most common answer was "no particular change in impression," at 38.3% (115 people). The mere presence of a helpful column on a corporate website does not necessarily change the impression of the company significantly. It is thought that the clarity of content, quality of information, and whether it answers what readers want to know are observed, rather than the presence of the column itself.

On the other hand, "feel it is useful for gathering information" was 22.3% (67 people), indicating that some people feel they can gain necessary knowledge through the columns.

Additionally, "feel trustworthy due to information dissemination" was 10.3% (31 people), and "feel specialized in that field" was 10.0% (30 people). If useful information is continuously published, it could serve as an opportunity to convey the company's trustworthiness and expertise.

On the other hand, "often the source of information is not sufficiently disclosed, which is negative" was 7.7% (23 people), "the content of the columns is often superficial, which is negative" was 7.0% (21 people), and "AI answers are more convenient, which is negative" was 4.4% (13 people). When publishing columns, it is inferred that it is important to provide information with traceable sources and practical content for readers, rather than just increasing the number of articles.

Summary: Websites are Influenced by "Clarity" and "Usability"

This survey suggests that website viewers emphasize not only stylish appearance but also clarity of information and ease of operation. Points such as whether desired information can be found quickly upon opening the site, whether menus and buttons can be used without hesitation, and whether text can be read without burden, seem to greatly influence the first impression and satisfaction.

Furthermore, information dissemination such as helpful columns is not necessarily read just because it is published. Only when readers feel that "what they want to know is written clearly" do they become more likely to read on. Therefore, instead of simply listing specialized content, it is important to organize it in a way that is easily understandable to the reader, by devising headings, sentence length, diagrams, and illustrations.

On the other hand, factors such as numerous advertisements, slow page loading, and difficulty finding information are elements that tend to cause stress to users. No matter how good the information published, if the site is perceived as difficult to use, users may leave. When improving a website, it is important to review not only the visual design but also the information architecture, user flow, and readability.

Corporate websites are important touchpoints for conveying a company's appeal and service details. By creating a site that is easy for visitors to understand and allows them to read with peace of mind, it is possible to foster an environment that enhances trust and leads to inquiries.

For those considering website production or renewal, please feel free to consult Foresight Creation Inc. We support the creation of websites that are easy for visitors to understand and lead to results, by addressing not only visual design but also problem identification, user flow, and content design.

Foresight Creation Inc. Official Website

Survey Overview

Survey Date: April 21, 2026

Survey Area: Nationwide

Survey Organization: Freeasy

Survey Method: Online questionnaire survey

Survey Target/Number of Participants: 300 men and women aged 15-59

<<Conditions for Use of Survey Results>>

Please cite "Foresight Creation Inc., a website production company in Osaka" as the source of information.

When using on a website, please include the following link as the source.

URL:

https://hp.f-creation.co.jp/

About Foresight Creation Inc.

Foresight Creation Inc. is a website production company for companies that want to "create websites that produce results." We aim to build "websites that yield results" by designing not only visual aspects but also considering issues, user flow, and content.

Based in Osaka, we provide total support for web-related measures, including website production, web system development, web consulting, and maintenance/operation support. We handle consultations not only within Osaka Prefecture but also from across the country.

Our strength lies in creating content necessary for solving client issues and achieving objectives, and providing designs that effectively convey it to the target audience, centered around "Consulting x Design."

Point (1) "Results-Oriented Website Production" Designed from Issues, User Flow, and Content

A website is not just something to be made. Foresight Creation Inc. identifies current issues and analyzes causes before production, and then designs the website's strategy and concept. By clarifying the desired direction, we aim for website production that leads to results, not just visual appeal.

We handle a wide range of website production according to purpose, such as corporate sites, recruitment sites, brand sites, e-commerce sites, and landing pages, allowing us to propose solutions tailored to the company's situation and growth stage.

Point (2) Clearly Conveying Corporate Value Through Branding and Design

Companies, products, and services each have their own unique ideas and values. However, simply listing them as information may not be sufficiently conveyed to users. Foresight Creation Inc. organizes value from both a professional and user perspective, creating websites that are clearly communicated to the target audience.

We also handle design production necessary for branding, enabling total expression design including not only websites but also logos, business cards, brochures, posters, and photo/video shooting. By consistently conveying the company's appeal, we support differentiation from competitors and enhancement of brand value.

Point (3) Web Support Looking Ahead to Post-Launch Improvement and Customer Acquisition

A website is not finished upon launch. By checking access status after launch, identifying issues, and repeatedly making improvements, it can be developed into a site that yields more results. Foresight Creation Inc. also provides web consulting tailored to objectives, such as SEO/MEO, content marketing, listing ads, and site concept design.

Furthermore, we provide maintenance and operation support to ensure the safe and comfortable operation of websites, including security measures, backups, disaster recovery, and server/domain management. Even if you have concerns about post-production operational burdens or improvement methods, we will support you as a continuous partner.

Foresight Creation Inc. Overview

Company Name: Foresight Creation Inc.

Representative: Masatoshi Murata

Location: Sanko Building 305, 1-8-2 Nishihonmachi, Nishi-ku, Osaka-shi, Osaka

HP: https://hp.f-creation.co.jp/

Business Activities:

○ Branding Corporate/Product Branding / Internal Branding / Concept Development / Naming Development ○ Graphic Design Production Planning, design, and printing of logos, direct mail, posters, brochures, etc. ○ Website Production Planning, design, and construction of LP sites, corporate sites, brand sites, etc. Planning, design, and construction of smartphone sites Website maintenance, SEO measures, access analysis ○ System Development Planning, design, and construction of system development ○ Photography Shooting and retouching of spaces, people, products, food, etc. Model auditions and arrangements ○ Bridal Team Marketing consulting Planning and design of bridal brochures, bridal sites, bridal photography, etc. ○ Recruitment Team Recruitment strategy Planning and design of recruitment brochures, recruitment sites, photography, etc.