Comsys Web design offers unsurpassed quality websites in any niche.

Are you looking for ways to make your business website more effective? Want to know how to make your content appeal to every visitor on your site?

Landslide Creative share the three types of visitor your website needs to cater for in this infographic.

Here’s a quick summary:

  • Skimmers want to find the information they need and get out as quickly as possible.
  • Swimmers will go a little deeper and browse more of your site.
  • Divers want to take it all in and spend time exploring.

Check out the infographic for more detail.


In the vast ocean of the internet, your website is like a ship navigating through waves of digital traffic.

Just as different sailors have varying preferences and capabilities when it comes to exploring the sea, visitors to your website also come with distinct browsing behaviors. Understanding these behaviors is crucial for optimizing user experience and achieving your website’s goals.

In this article, we’ll explore the three main types of visitors your website must cater to: Skimmers, Swimmers, and Divers.

Skimmers: Navigate Quickly to Find Key Information

Imagine Skimmers as those who prefer speedboats—they want to zip through the waves of information swiftly, grabbing what they need and moving on.

Skimmers typically have a specific purpose in mind when they visit a website. They’re not interested in lingering; instead, they’re on a mission to find precise information or complete a task as efficiently as possible.

Characteristics of Skimmers:

  • Limited Attention Span: Skimmers have a short attention span and tend to lose interest if they can’t find what they’re looking for quickly. Therefore, your website must make important information easily accessible, preferably within the first few seconds of their visit.
  • Scan-Oriented: Skimmers prefer to scan through content rather than reading every word. They look for headings, bullet points, and bold text to identify relevant information quickly. If they can’t find it, they’re likely to leave your site.
  • Goal-Oriented: Skimmers are task-driven. They visit your website with a specific goal, such as finding contact information, making a purchase, or getting answers to their questions. Anything that obstructs their path to achieving their goal can lead to frustration and abandonment.

How to Cater to Skimmers:

  • Clear and Concise Content: Keep your content concise and to the point. Use headings, subheadings, and bullet points to break up text and make it easier for skimmers to digest.
  • Visible Call-to-Actions (CTAs): Place important CTAs prominently on your website, ensuring that skimmers can easily spot them. Use action-oriented language to encourage them to take the desired action.
  • Fast Loading Speed: Optimize your website for speed to cater to the impatient nature of skimmers. Minimize unnecessary elements that could slow down loading times.
  • Mobile Optimization: Since many skimmers access websites on mobile devices, ensure that your website is mobile-friendly. This includes responsive design and streamlined navigation.

Swimmers: Dive Deeper Into Content

Swimmers are the equivalent of recreational divers—they’re not in a hurry to reach their destination and are willing to explore the depths of your website.

Unlike skimmers, swimmers are more interested in browsing and discovering new information. While they may have a primary goal in mind, they’re open to exploring related content along the way.

Characteristics of Swimmers:

  • Curious and Inquisitive: Swimmers have a natural curiosity and enjoy delving into various topics. They’re more likely to click on internal links, browse related articles, and explore different sections of your website.
  • Moderate Attention Span: While swimmers are willing to spend more time on your website than skimmers, they still prefer content that is easy to consume and navigate. If they encounter long blocks of text or confusing navigation, they may lose interest.
  • Information Seekers: Swimmers visit your website not only to accomplish a specific task but also to gather information and educate themselves. They appreciate well-researched and comprehensive content that provides value and insights.

How to Cater to Swimmers:

  • Structured Navigation: Organize your website’s navigation in a clear and intuitive manner to help swimmers explore different sections effortlessly. Use dropdown menus, categorize content, and provide a site map for easy navigation.
  • Internal Linking: Incorporate internal links within your content to guide swimmers to related articles or pages that might interest them. This not only encourages deeper exploration but also improves SEO by increasing dwell time.
  • Content Variety: Offer a variety of content formats to cater to different preferences. In addition to written articles, include videos, infographics, podcasts, and interactive elements to engage swimmers and enhance their browsing experience.
  • Engagement Opportunities: Encourage interaction and engagement by enabling comments, social sharing buttons, and interactive features such as quizzes or polls. This allows swimmers to participate actively and feel more connected to your website.

Divers: Immersive Explorers of Your Website

Divers are the avid explorers of your website, akin to professional divers who immerse themselves fully in the depths of the ocean. They have a deep interest in your content and are willing to invest significant time and effort in exploring every aspect of your website.

Divers are not just seeking information; they’re looking for an immersive experience that captivates their attention and fuels their curiosity.

Characteristics of Divers:

  • Highly Engaged: Divers are deeply engaged with your content and may spend an extended period exploring your website. They’re more likely to read long-form articles, watch in-depth videos, and participate in discussions or forums.
  • Thorough Researchers: Divers are meticulous researchers who value accuracy and depth of information. They appreciate well-referenced content, case studies, and expert opinions that provide comprehensive insights into the topics they’re interested in.
  • Brand Loyalty: Divers are loyal followers of your brand or website. They’re more likely to subscribe to newsletters, follow you on social media, and advocate for your brand within their networks. Building strong relationships with divers can lead to long-term loyalty and advocacy.

How to Cater to Divers:

  • In-Depth Content: Create high-quality, in-depth content that caters to the interests and preferences of divers. Conduct thorough research, provide comprehensive analyses, and offer unique perspectives that distinguish your content from competitors.
  • Exclusive Content: Offer exclusive content or membership programs for divers who seek deeper engagement and value-added benefits. This could include premium articles, webinars, downloadable resources, or access to private communities.
  • Personalized Experiences: Use data-driven insights to personalize the browsing experience for divers. Tailor recommendations, content suggestions, and promotional offers based on their past interactions and preferences to enhance engagement and satisfaction.
  • Community Building: Foster a sense of community among divers by creating forums, discussion boards, or online communities where they can connect with like-minded individuals, share insights, and collaborate on projects related to your niche.


In the vast digital landscape, catering to the diverse needs and preferences of your website visitors is essential for creating a positive user experience and achieving your business objectives.

By understanding the browsing behaviors of Skimmers, Swimmers, and Divers, you can tailor your content, navigation, and engagement strategies to effectively engage each audience segment. Whether they’re in search of quick information, exploring new topics, or immersing themselves in in-depth content, every visitor deserves a seamless and rewarding experience on your website.

So, set sail with confidence, knowing that you’re equipped to navigate the waves of the internet and captivate the hearts and minds of your audience.

The post Skimmers, Swimmers & Divers: 3 Types of Visitor Your Website Must Cater For appeared first on Red Website Design.