Looking for more customers?

Increase your profits with a conversion focused website.

Do you want convert more of your website visitors into customers?

Conversion focused website in Rugby Warwickshire
web designer Coventry

The internet is a crowded market with many competitors vying for the same customers as you.

Therefore, it's vital you maximise the the potential to 'convert' those visitors who land on your website. There are many small areas to work on, but collectively they'll add up to seeing improved conversion rates.

Naturally a great looking, easy to use website forms a key part in converting customers, but in this article I'm focusing on your page content.

Once upon a time . . .

Back in the 'old days', we created websites that conformed to a standard layout and menu structure. This was partly because we blindly copied what everyone else did, and partly because everybody used to use the predictable themes offered by the once popular WordPress platform.

We quickly threw in some relevant content onto each page and 'bingo' - the website was built.

"We naively sat back and waited for visitors".

Whilst this once may have seen the way to structure a website, research has shown that these websites fail to capture attention and suffer with poor conversion rates. (Potential customers hitting the 'back' button).

How do we improve visitor conversion?

1. Understand the primary goals for your website

Before writing content, we must first understand the primary goals of your website or individual web pages. Each business will have different goals for their website, so make sure you know and communicate yours.

eCommerce website designer

Online Store

The goal is to get visitors to buy. The pages should have products clearly arranged in logical departments and feature prominent 'Add to Cart' buttons to help encourage purchases.

Website page conversion

Local Plumber

The goal is to get visitors to make contact. The contact details need to be clearly displayed, plus the website must convey the plumbers trustworthiness and reliability.

Website builder in Warwickshire


The primary goal is to get visitors to make a room booking. The website will require a 'Booking Form' prominently displayed on every page.

Website builder in Warwickshire

Wildlife Park

The goal is to encourage visitors to visit the Wildlife Park. The website will need to highlight key attractions plus include a location map.

A website that has clearly defined goals will see improved conversion rates because the visitors will understand what it is you want them to do.

2. Have answers to these questions

"Where am I?"  
"What can I do here?"

Every website home page should concisely answer these two key questions. Many websites fail to help their visitors understand what it is they do, or even if you really are the customer they're looking for.

The problem is, many business owners mistakenly assume everybody else will understand their business in the same way that they do. Your website should clearly explain what you do and who you do it for.

For example, you may have searched for "24 hour emergency plumber" and found a website that promises same day emergency call out. You ring them up on their freephone 0800 number, only to find they're based up in Aberdeen!

Below are a couple of real life examples I have produced, which perfectly illustrate best practice.

Completely Water sell Water and Coffee online. But their customers are not householders, rather they sell wholesale to the Catering Industry and Workplaces. This homepage clearly answers the 'Where Am I?' and 'What Can I Do Here?' questions by detailing the type of customers they work with and giving a broad overview of the products they sell.

Past Limited are Electrical Safety Specialists - but they are not electricians - so it was important to highlight their specialisms on the homepage. Here the webpage clearly identifies what they do, and who they work with, avoiding the rick of domestic customers calling to rewire a socket.

3. Don't lose your visitors 'momentum'

When a visitor lands on a website they have momentum. They want to buy, they want to find a solution to their problem, or they are looking for information. They have a desire to achieve a result.‍

To keep the visitors momentum, we must avoid what's known as 'friction points'. A friction point will start putting the brakes on your visitors momentum, which will eventually see your visitor head-off to your competitor.

Common friction points:

  • The website had a confusing layout.
  • The website was not clear enough in explaining the product/service.
  • The website didn't communicate a USP or convince me to buy.
  • The sign-up form was too long and complicated.
  • The website lacked credibility and trustworthiness.
  • The website design looked outdated and unloved.
  • The website didn't work on a smartphone.

Reducing the number of friction points on your website will see improved conversion rates. This is because it will ensure the momentum of your visitor was strong enough to get them to buy, sign-up or make contact.

Focus on your customer

These websites tend to be inward looking, focusing on themselves and their product/service provided. We now understand this is the wrong approach, which I'll go into more detail further down the page.

Avoid too many choices.

Have a clear plan or path you want your visitor to take, so the less choice you have, the more likely they will take the route you

get Reviews.

Have a clear plan or path you want your visitor to take, so the less choice you have, the more likely they will take the route you


Have a clear plan or path you want your visitor to take, so the less choice you have, the more likely they will take the route you