Is Your Business Doing Enough to Help Visitors?

Image via Schnell

Some business owners are so caught up in aesthetics and creating the perfect lobby (at least in terms of looks) that they forget entirely the lobby's primary purpose: to help others. Okay, so picture this: someone steps into your business for the first time. Maybe they’re a delivery driver dropping off a package, a candidate showing up for an interview, or even a family member visiting a patient in a hospital.

They glance around, looking for a sign, literally or figuratively, to tell them where to go. But there’s absolutely nothing. Then there’s that awkward wandering, the hesitant “excuse me,” and maybe even some frustration. Okay, now you probably know this, but first impressions matter, and this is where so many businesses drop the ball. It’s just not about looks, either.

Sure, it’s easy to assume that having a lobby or a front desk is enough, but is it? Well, for a lot of visitors, walking into a new space can feel confusing or downright overwhelming. If your business isn’t doing enough to make their experience seamless, that moment of confusion might be the only thing they remember about you.

The Common Struggles Visitors Face

For starters, walking into an unfamiliar business should be easy, but too often, it’s not. Without clear guidance, visitors can feel like they’re navigating a maze without a map. This is not just frustrating; it can also be stressful, especially if someone is already pressed for time or nervous about their visit.

But what exactly is one of the biggest culprits? Poor signage. No, businesses want to save money and not put up any signs (and it’s usually due to saving money, rarely any other reason). For example, visitors might be trying to find a restroom, a meeting room, or even the main entrance, but if there are no signs or, worse, signs that are vague or inconsistent, it quickly becomes a guessing game.

One of the best examples (or businesses that are mostly guilty of this) would have to be hospitals. Not all hospitals are the same, of course, but the receptionist is usually always on the phone, so it’s hard to ask questions (and sometimes just not approachable), and the signs are either vague or don’t exist.

Think of a patient or visitor trying to find their way to a specific department, like the maternity ward. Without proper hospital wayfinding tools like maps, directories, or interactive kiosks, it’s easy to feel overwhelmed in a space that already has high stakes. This alone could mean getting a one-star review on Google.

Why a Lobby Alone Isn’t Enough

Okay, think about what happens after someone enters. Is anyone available to greet them? Do they know where to go or what to do next? For businesses without dedicated front-desk staff, tools like digital directories or kiosks can make a world of difference. These tools provide directions and allow visitors to help themselves, which can be a huge relief for anyone who feels hesitant about asking for help.

Making Every Visitor Feel Welcome

Sure, focusing on customers as the main visitors is easy, but they’re not the only ones coming through your doors. Just think about it; delivery drivers, job candidates, maintenance workers, and even neighboring businesses are popping in to ask a question that is all part of the mix. Every one of them deserves a smooth, welcoming experience.

For example, a delivery driver might need to know exactly where to drop off packages without disrupting the business flow. A job candidate should be able to walk in, check in, and feel confident they’re in the right place, not wondering if they’ve stumbled into the wrong building. These small moments might seem insignificant, but they add up to how people perceive your business.

How to Improve the Visitor Experience

Believe it or not, creating a space that’s easy to navigate and welcoming doesn’t have to be complicated. You’ll need to start by thinking about the visitor’s journey from the moment they arrive. Is there clear signage outside and inside the building? Are there instructions for where to go or who to contact if they need help?

Well, digital tools can make a big difference here. Nowadays there are interactive kiosks and even screens that can provide directions, schedules, or even quick check-ins, giving visitors a sense of control and reducing their need to ask for help. Sure, it’s a little pricey, but these are becoming the norm (which means soon enough, they’ll become cheaper due to competition).

Discover insights and strategies for success with Breakfast Leadership — your go-to source for leadership articles, shows, and more. Subscribe today to stay informed and inspired!