Background Access to reliable and credible health information improves individuals’ personal care level in crises, such as the coronavirus disease 2019 (COVID‐19) pandemic. It subsequently results in enhancing the community's health and reducing the health system's costs. Objectives This study aimed to investigate the COVID‐19 related information seeking behaviour demonstrated by citizens in Isfahan, Iran. Methods This research was conducted in 2020 and employed a qualitative approach using conventional content analysis. The research population was selected from almost different social classes of people in Iran using purposive sampling. The saturation point was reached at 24 semi‐structured interviews. The data's soundness was confirmed based on the criteria of credibility, confirmability, dependability and transferability proposed by Guba and Lincoln. Results The findings revealed five subcategories and 25 codes within the information seeking behaviour. The subcategories included attitude towards the COVID‐19 crisis, information needs, information resources, information validation and information seeking barriers. Conclusion People seek information from various resources to update their knowledge and become more prepared in the face of COVID‐19. The findings can be used to develop policies on informing and preventing the dissemination of false information in crises, such as the COVID‐19 crisis.