"Those looking" describes people who, are at that moment, looking for something specific.
"Those who look" suggests that they are always looking for that something.
For example, if someone said, "I am looking for a reliable employee" that would mean they were looking right now for a single reliable person to employ. On the other hand, if they said: "I look for reliability in an employee" that would mean reliability is a quality they always look for in *all employees.
Another example would be the difference between "those looking for an intelligent girlfriend" and "those who look for intelligence in a girlfriend". The former means they are seeking one person; the latter suggests they repeatedly look for the same quality in a string of relationships.
As you can see, either work but with slightly different inferences. Your example sentence is about people paying a single, countable visit to a site it makes more sense to say that they were in that moment "looking" for what that site offered rather than assume that is what they always look for. For example, some people may look for a relaxing vacation one year, and then an action-packed vacation the next. You wouldn't say this kind of person is someone "who looks" for a specific kind of vacation. But if someone always chose action holidays, then you could.
Also, if the text is designed to generate interest and encourage people to visit the site then it must appeal to as many people as possible. If said that it was only for people who always look for what they have to offer that might be off-putting to those with a casual interest in it.