How to Build a Website That Converts
by Matt Schroder, Founder
A well-designed website does more than just look good—its primary goal is to convert casual visitors into paying customers. While aesthetics play a significant role, conversion-focused design also incorporates strategic content, calls to action (CTAs), and user experience (UX) principles that guide potential clients through a customer journey. Below, we’ll discuss some essential strategies you can implement today to increase conversions on your website.
Prioritize User Experience (UX)
Simplicity and Intuitive Navigation
An intuitive navigation system ensures your visitors can quickly find what they’re looking for. Keep menus concise and group related content logically. Too many options can overwhelm users; instead, focus on a well-structured hierarchy. We often see clients get distracted by what looks flashy and forget that the website's primary purpose is to convert visitors into customers. This isn't to say that we can't have a bit of both but a well balanced website does wonders.
Responsive and Mobile-Friendly Design
With more than half of all web traffic now on mobile, responsive design is non-negotiable. This "half" is actually a bit misleading depending on your industry. If you are in consumer retail for instance, your mobile traffic is likely much higher than another business who is in the business to business (B2B) space. The reason is simple, people aren't don't go cruising through town with their computer in their lap. That being said it is essential to ensure your layout, images, and text scale appropriately across different screen sizes. A subpar mobile experience is a surefire way to lose potential customers.
Craft Compelling Content
Focus on Benefits, Not Just Features
Describing your product’s or service’s features is important, but make sure you also highlight the business benefits. Explain how your offering solves a specific pain point or challenge that your users face.
Quality / Quantity
While it's tempting to fill your website with content, quality should always take precedence over quantity. Well-crafted, informative content not only keeps visitors engaged but also signals to search engines that your site provides value. A few well-written, comprehensive pages will outperform dozens of thin, superficial ones both in terms of user engagement and SEO rankings. Focus on creating content that thoroughly addresses your visitors' questions and needs, rather than trying to hit arbitrary word counts or page numbers.
Use a Conversational Tone
B2B or corporate writing doesn’t have to be robotically formal. A friendly yet professional voice helps build trust and keeps readers engaged. Limit jargon, and ensure your message is clear and concise. Having a personality with the copy on your website is a great way to make your website feel more approachable.
Leverage Strong Calls to Action (CTAs)
Clarity Over Cleverness
While witty headlines can be fun, clarity should always come first. Use direct language like “Get Started,” “Request a Demo,” or “Download Our Guide” so that visitors know exactly what you want them to do.
Placement and Design
Position CTAs in prominent areas—above the fold and at the bottom of each significant section. Use a contrasting color that stands out from the rest of the layout. When possible, include a brief statement of the benefit next to the button (e.g., “Boost Your ROI Now”).
Descion Fatigue & Analysis Paralysis
Too many choices can overwhelm users and lead to decision paralysis—a phenomenon where visitors become so overwhelmed with options that they choose not to make any decision at all. This is particularly important when designing CTAs and user journeys.
-
Focus Your Message Instead of presenting multiple CTAs with equal emphasis, prioritize one primary action per page or section. For example, if your main goal is to get visitors to schedule a consultation, make that CTA prominent and reduce the visibility of secondary actions.
-
Strategic Option Limitation When offering services or products, consider limiting initial choices to 3-5 options. This makes the decision process more manageable for users while still providing enough variety. You can always present additional options later in the customer journey when users are more invested.
-
Clear Hierarchy If you must include multiple CTAs, establish a clear visual hierarchy. Your primary action should stand out through size, color, or placement, while secondary actions can be styled more subtly. This guides users toward your desired conversion path while still maintaining alternative options.
Build Trust and Credibility
Testimonials and Case Studies
Include social proof—testimonials, reviews, or case studies—that showcase your success. Prospective customers are more likely to trust your brand if they see that others have achieved positive outcomes.
Security Badges and Certifications
If you handle payments or sensitive data, display recognized security badges and compliance certifications. This minimizes buyer hesitation by reinforcing the safety of their transactions and data. Alternatively, you can use a third party to handle this for you such as Stripe or Lemon Squeezy.
Optimize Speed and Performance
Faster Pages Mean Higher Conversions
Slow-loading pages frustrate users and lead to higher bounce rates. Compress images, leverage caching, and use a content delivery network (CDN) to ensure quick load times.
Ongoing Maintenance
Regularly review performance metrics such as page speed, server response times, and mobile load times. Continual optimization ensures visitors aren’t leaving due to slow performance.
Measure, Refine, and Repeat
Analytics and Tracking
Use analytics tools (e.g., Google Analytics, Hotjar) to track user behavior. Identify which pages users spend the most time on, where they drop off, and which CTAs generate the most clicks.
A/B Testing
Experiment to see what resonates with your audience. Test different headlines, button colors, or page layouts. Even small tweaks can yield significant improvements in conversion rates. Having event tracking in place is a great way to quantify what is working and what isn't.
Building a website that converts visitors into customers requires a blend of effective design, compelling content, and a user-centric approach. By focusing on UX, trust signals, fast performance, and continuous testing, your website can become a lead-generating machine. For deeper, customizable strategies to revolutionize your online presence, feel free to reach out—we’re always happy to help you take that next step in growing your business.