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8 Secrets to a High-Converting Website

Your website isn't merely an add-on to your business. It is arguably the perfect solution to improve your company's conversion rates.

You can probably guess why that's important. Conversion means turning visitors into customers, or at least potential customers, by getting them to take a desired action. What sort of action might that be?

Depending on your business model, you might want your potential customers to sign up for a free trial, schedule an appointment, or even simply join your email list.

The essential thing to remember is that your website's design has only one job: to convince visitors to take a singular action rather than leave them feeling paralyzed with too many choices.

If you design your website with these principles of conversion in mind, your site can quickly become your best employee.

1. Design with Mobile Users in Mind

More than 4.3 billion people (well over half of the world's population!) use their mobile devices to access the Internet. This means that optimizing your website for mobile users has a significant bearing on conversions.

Any website hoping for a decent conversion rate among mobile users should focus on producing large, highly legible text, providing images with reduced file sizes, using straightforward layouts, and offering plenty of links that make it easy for the average user to respond to a call to action.

If you're ever in doubt, run your site through this free mobile-friendly test.

2. Create Conversion-Focused Content

The key to content marketing is to provide genuine benefits to all potential customers, whether they are first-time visitors or long-time readers.

For example, if your website offers a sign-up form for an email newsletter, ensure that your site makes it clear to the average website visitor what sort of helpful articles, relevant links, and other tips and tricks the newsletter contains.

Beyond providing value, you can also make your web content adhere to a conversion-focused design by putting clear writing first and issuing calls to action that provide readers with a sense of urgency and importance.

3. Employ Clear Calls to Action

Given that easily understandable value propositions are at the heart of successful marketing, you need to let your visitors know what you can do for them and how they can act upon that information.

Following up on calls to action located throughout your site should be as easy for a visitor as filling out a brief contact form or clicking an intuitive action button.

The classic conversion model funnel dictates that your website should direct customers toward a clear action with only a minimal decision-making process. Instead of being bombarded with unclear choices and difficult decisions, keep the customer in mind by making it clear what taking the action offers them.

From a free trial to a promise of more information, calls to action turn visitors into customers by making the next step of their journey easy.

4. Master Search Engine Optimization (SEO)

SEO lies at the core of modern digital marketing. If you want to increase the number of first-time visitors that you can flip into buyers or clients, you need to make it easy for potential customers to find your site in the first place!

Some key SEO principles include:

  • Effective headlines with well-researched keywords
  • Links to internal webpages
  • Links to reputable third-party webpages
  • Optimized meta descriptions
  • Multiple images with appropriate tags

5. Make Sure Your Site Loads Quickly

Marketing research involving hundreds of millions of webpage views makes it clear that poor site speed negatively affects conversion rate optimization. In fact, a site that loads in a single second can yield a conversion rate three times as great as a site that takes five seconds to load.

The most critical elements of a business site, including the home, log-in, and checkout pages, are also the most important when it comes to fast loading. Even if you can't get your loading speed down to one second, you can still hit the optimal range as long as your loading speed doesn't go longer than four seconds.

You can do this by, among other things, making sure to compress images (you can get some guidance on your website's current status here) and correctly setting up "expire" headers (how-to here) and ETags (how-to here) to optimize your site's speed.

6. Establish an On-Site Chat Widget and Booking Portal

If someone has a question about a specific service you offer or just needs help finding something on your site, they can message your on-site chat widget for help. Whether you have a live employee or a bot monitoring these chat messages, a widget allows you to provide first-rate service and creates an opportunity to give the visitor a tailor-made call to action.

Meanwhile, booking portals help take the guesswork out of the decision process. Instead of needing to get in touch directly with you, customers can book online themselves. This sort of ease of use is a great way to simplify buying decisions for site visitors.

7. Display Map Location & Directions

Especially if you're a local business, you want people to know where to find you. If potential customers are already on your site, don't force them to open up another app or browser tab just so they can Google Maps your company. Remember, conversion issues happen when you don't remove enough guesswork for customers.

Embed a map of your business location directly on your site and display it prominently, either on your home page, on a separate "Find Us" page, or both. It's also smart to devote a page on your website to providing specific directions for where to find your business.

8. Test, Test, and Test Again

In the end, conversion strategies are only as good as their results. Try out the conversion optimization tips we've shared, then monitor your site to see how the strategies have affected your average conversion rates.

So many factors go into site conversion that you'll probably need to tweak the various elements of your webpage several times. Each time you make a change in loading speed, design, or content, run a test to see what a difference (positive or negative) it made.

One way to test the effectiveness of your changes is to run an A/B test, which displays your original website to half of your users while showing the other half of users your new and improved site. Once that test has been run, it's a relatively straightforward comparison to see how effective your strategy was.

How ERM Can Help Your Online Marketing

Do you need help implementing these SEO and marketing strategies to grow your business and increase sales? We are here to help you! We are a customer success-driven company intent on providing professional services that make you feel you have an advocate for your digital marketing.

Contact us today!