Comsys Web design offers unsurpassed quality websites in any niche.

Are you looking for ways to improve your business website? Want to better utilise your website as a growth tool for your small business?

We share 30 ways to improve your website conversion rate in this infographic.

Here’s the top five from the list:

  • Include as few fields as possible on forms
  • Use testimonials
  • Clearly state product / service benefits
  • Include subscriber and social media follower counts
  • Write clear, compelling copy

Check out the infographic for more detail.

30 Ways to Improve Your Website & Grow Your Small Business [Infographic]


In today’s digital age, having a strong online presence is essential for the growth and success of your small business. Your website is often the first point of contact potential customers have with your brand, so it’s crucial to make a positive impression.

To help you achieve this, we’ll explore some effective strategies to enhance your website and boost your small business’s growth.


Include as Few Fields as Possible on Forms

Forms are a ubiquitous element on websites, serving various purposes such as collecting contact information, processing orders, or capturing leads. However, long and complicated forms can deter visitors from completing them.

To improve user experience and increase form submissions, consider the following tips:

  • Prioritize Essential Information: Identify the key information you need from users and make those fields mandatory. For instance, on a contact form, you may require their name, email address, and message. Avoid asking for unnecessary details that can be gathered later in the customer journey.
  • Use Progressive Profiling: Progressive profiling is a technique that gradually collects more information about users over time. Instead of overwhelming them with a lengthy form upfront, start with a basic form and then request additional details in subsequent interactions. This approach keeps users engaged and reduces form abandonment rates.
  • Implement Autofill and Validation: Simplify the form-filling process by implementing autofill features that automatically populate fields based on previous entries. Additionally, use real-time validation to alert users to any errors before they submit the form. This proactive approach minimizes frustration and encourages completion.
  • Mobile Optimization: Ensure that your forms are mobile-friendly. Mobile users may have limited screen space and patience, so design your forms to fit smaller screens and be easy to navigate with touch controls.

By streamlining your website forms, you can increase conversion rates and collect valuable customer data without causing friction in the user experience.


Add a Guarantee

Building trust with your website visitors is vital to converting them into customers. One effective way to instill confidence in your products or services is by offering a guarantee. A guarantee assures potential buyers that they are making a risk-free decision when choosing your business.

Here are some types of guarantees to consider:

  • Money-Back Guarantee: A money-back guarantee promises a full refund to customers who are dissatisfied with their purchase within a specified time frame. This type of guarantee demonstrates your confidence in the quality of your product or service and eliminates the fear of wasting money.
  • Satisfaction Guarantee: A satisfaction guarantee assures customers that if they are not satisfied with their purchase, you will make it right, whether through a replacement, a discount, or additional support. This shows your commitment to customer happiness and encourages trust.
  • Price Matching Guarantee: If your business competes on price, consider offering a price matching guarantee. This commitment ensures that customers get the best deal available and eliminates the need for them to shop around.
  • Delivery Guarantee: For businesses that provide products or services with delivery timelines, a delivery guarantee can be a significant selling point. This promise assures customers that their order will arrive within a specified time frame or they will receive compensation.
  • Performance Guarantee: If your product or service promises specific results or outcomes, consider offering a performance guarantee. This can be especially effective in industries like fitness, education, or marketing, where customers seek measurable results.

When implementing a guarantee on your website, make sure it’s prominently displayed and easy to understand. Clearly communicate the terms and conditions of the guarantee to build trust and credibility with your audience.


Use Tangible Action Verbs

The language you use on your website can have a significant impact on how visitors perceive your brand and the actions they take. Using tangible action verbs in your website’s content can make it more engaging and compelling.

Here’s how to effectively incorporate action verbs:

  • Be Specific and Descriptive: Replace vague and passive language with specific, action-oriented terms. For example, instead of saying, “Our products are great,” you can say, “Our products excel in delivering outstanding results.” Specificity helps your audience understand the value you offer.
  • Create a Sense of Urgency: Encourage immediate action by using action verbs that imply urgency. Phrases like “Act now,” “Don’t miss out,” and “Limited time offer” can motivate visitors to take action quickly.
  • Focus on Benefits: Highlight the benefits of your product or service using action verbs. Explain how your offerings can solve customers’ problems or improve their lives. For instance, “Boost your productivity with our efficient software” is more compelling than simply listing product features.
  • Use Strong Calls to Action (CTAs): Incorporate action-oriented CTAs throughout your website. For example, instead of a generic “Learn more” button, use a CTA like “Get started for free” or “Unlock exclusive savings.”
  • Tailor Language to Your Audience: Consider your target audience and tailor your language accordingly. The tone and style of communication may vary depending on whether you’re addressing consumers, businesses, or a specific demographic.

By using tangible action verbs, you can inspire visitors to engage with your website and take the desired actions, ultimately driving conversions and growth for your small business.


Use Testimonials

Positive feedback from satisfied customers can be a powerful tool to build credibility and trust on your website. Testimonials serve as social proof, showing potential customers that others have had a positive experience with your business.

Here’s how to effectively use testimonials:

  • Display Real and Authentic Testimonials: Ensure that the testimonials you feature on your website are genuine and unaltered. Authenticity is key to building trust. Use real names and, if possible, include photos or videos of satisfied customers.
  • Highlight Specific Benefits: Ask customers to provide testimonials that highlight specific benefits they’ve experienced from your product or service. Specific testimonials are more persuasive than generic ones. For example, a testimonial like, “This product saved me 20 hours a week” is more compelling than, “I love this product.”
  • Use Case Studies: Go beyond simple quotes and consider creating in-depth case studies that showcase how your product or service solved a customer’s problem or helped them achieve their goals. Case studies provide detailed, real-world examples of your business’s value.
  • Position Testimonials Strategically: Place testimonials strategically throughout your website, especially on key pages like the homepage, product pages, and checkout pages. Use them to reinforce the benefits and value proposition of your offerings.
  • Keep Testimonials Current: Regularly update your testimonials to keep them relevant and reflective of your current customers’ experiences. Outdated testimonials can diminish their impact.


Clearly State the Benefits of Your Product or Service

One of the most crucial elements of your website is the content that communicates the value of your product or service. Visitors should quickly and easily understand how your offering can address their needs or solve their problems.

To achieve this, focus on clearly stating the benefits:

  • Identify Customer Pain Points: Understand the pain points or challenges your target audience faces. Use this knowledge to tailor your messaging to address those specific issues. When customers see that you understand their problems, they are more likely to engage with your content.
  • Emphasize Unique Selling Points (USPs): Highlight what sets your product or service apart from the competition. Whether it’s unique features, superior quality, affordability, or exceptional customer service, make sure these USPs are prominently displayed.
  • Use Benefits-Oriented Headlines: Craft compelling headlines that immediately convey the benefits of your offering. For example, if you offer a time-saving app, a headline like “Streamline Your Workflow and Save Hours Each Day” speaks directly to a potential customer’s desire for efficiency.
  • Provide Visuals and Multimedia: Use images, videos, infographics, and other visual content to showcase the benefits of your product or service in action. Visuals can help convey information more effectively than text alone.
  • Create Easily Scannable Content: Many website visitors skim content rather than reading it in-depth. Use bullet points, subheadings, and short paragraphs to make it easy for visitors to quickly grasp the key benefits.


Pay Careful Attention to Your Headline

The headline of your website plays a pivotal role in capturing visitors’ attention and conveying your core message. It’s often the first thing people see, and it can determine whether they stay on your site or click away.

Here are some strategies to craft compelling headlines:

  • Be Clear and Concise: Your headline should succinctly convey the essence of your business or the specific content of the page. Avoid vague or cryptic headlines that leave visitors wondering what your site is about.
  • Create Intrigue: Intriguing headlines pique curiosity and encourage visitors to explore further. Pose questions, present intriguing statistics, or use a surprising statement to capture attention. Just be sure to deliver on the promise made by your headline in the content that follows.
  • Highlight Benefits: If possible, include the primary benefit or value proposition of your business in the headline. Visitors should immediately understand how your website can address their needs or desires.
  • A/B Test Headlines: Don’t be afraid to experiment with different headlines to see which ones resonate best with your audience. A/B testing can help you refine your headline to maximize its impact.
  • Use Keywords: Incorporate relevant keywords into your headline to improve your website’s search engine optimization (SEO). This can help your site rank higher in search engine results and attract more organic traffic.

Remember that your headline is often the first impression visitors have of your website, so invest time and effort into crafting a compelling and engaging one.


Keep Conversion Elements Above the Fold

“Keeping elements above the fold” refers to placing important content and conversion elements on the portion of the webpage that is immediately visible without scrolling.

This practice is crucial for maximizing conversions and engagement on your website:

  • Prioritize Key Information: Identify the most critical information and calls to action (CTAs) that you want visitors to see and act upon. These may include contact buttons, subscription forms, or product offerings. Place them prominently within the top part of your webpage.
  • Reduce Scrolling Friction: Minimize the need for visitors to scroll down to find essential information. The less effort required to access key content or take action, the more likely visitors are to engage with your website.
  • Optimize for Mobile Devices: Ensure that the above-the-fold content is also well-optimized for mobile devices, where screen space is limited. Responsive design and strategic placement of conversion elements are essential for a seamless mobile experience.
  • Use Compelling Visuals: Incorporate attention-grabbing visuals and images above the fold to complement your content and entice visitors to explore further. Visuals can help convey information quickly and effectively.
  • Test and Iterate: Regularly assess the performance of your above-the-fold elements through A/B testing and user feedback. Continuously refine and optimize to improve user engagement and conversion rates.

By keeping conversion elements within the immediate view of your website visitors, you increase the likelihood of capturing their attention and encouraging them to take the desired actions.


Use Video to Humanize Your Brand

Video content has become a dominant force in online marketing, offering a powerful way to connect with your audience and humanize your brand.

Here’s how to leverage video effectively:

  • Tell Your Story: Create videos that tell the story of your brand, its mission, and the people behind it. Sharing your journey and values can foster a sense of connection and authenticity with your audience.
  • Showcase Products or Services: Demonstrate your products or services in action through video. Highlight their features and benefits, and show how they can solve your customers’ problems or enhance their lives.
  • Share Customer Testimonials: Video testimonials from satisfied customers can be particularly compelling. Hearing real people speak about their positive experiences with your business can build trust and credibility.
  • Educate and Inform: Produce educational and informative videos that provide value to your audience. This could include how-to guides, tutorials, industry insights, or thought leadership content.
  • Live Streaming: Consider incorporating live streaming into your video strategy. Live videos allow you to engage directly with your audience in real-time, answer questions, and build a sense of community.

Video humanizes your brand by allowing visitors to see the faces and personalities behind your business. It creates a more personal and engaging connection, which can lead to increased trust and loyalty.


Create Dedicated Landing Pages for Pay-Per-Click Ads

If you’re running pay-per-click (PPC) advertising campaigns, it’s crucial to have dedicated landing pages for each campaign.

These landing pages should be designed to maximize conversions and align with the specific ad’s messaging:

  • Match Ad Content: Ensure that the content and messaging on your landing page align precisely with the PPC ad that brought visitors there. Consistency in messaging improves the user experience and boosts conversion rates.
  • Streamline the Conversion Path: Make it as easy as possible for visitors to complete the desired action, whether it’s making a purchase, filling out a form, or signing up for a newsletter. Remove distractions and focus on the primary conversion goal.
  • Highlight Unique Selling Points: Emphasize the unique selling points (USPs) of the product or service being advertised. Clearly communicate the benefits and advantages to encourage visitors to take action.
  • Optimize for Mobile: Ensure that your landing pages are mobile-friendly, as many PPC clicks come from mobile devices. Responsive design and fast loading times are essential for a positive mobile experience.
  • A/B Testing: Regularly test different elements of your landing pages, such as headlines, images, CTAs, and forms, to determine which variations yield the best results. A/B testing can help you refine your landing page for maximum conversions.

Dedicated landing pages are a critical component of successful PPC campaigns. They are tailored to the specific needs and interests of your PPC traffic, increasing the likelihood of turning clicks into conversions.


Include Subscriber or Social Media Follower Counts

Displaying subscriber counts or social media follower counts can enhance your website’s credibility and encourage trust among visitors.

Here’s how to effectively incorporate these counts:

  • Social Proof: Subscriber and follower counts serve as a form of social proof, indicating that others find value in your content or products. When people see that many others are following or subscribing, they may be more inclined to do the same.
  • Prominently Display Counts: Place the subscriber and follower counts in a prominent location on your website, such as the homepage or a dedicated “Social Proof” section. Use eye-catching design elements to draw attention to these numbers.
  • Update Counts Regularly: Ensure that the displayed counts are up to date. If your social media following or subscriber base grows, reflect these changes accurately to maintain credibility.
  • Encourage Engagement: Use these counts as a way to encourage further engagement. For example, you can add CTAs like “Join our community” or “Subscribe for updates” near the follower counts to prompt visitors to take action.
  • Leverage Social Media Icons: In addition to displaying counts, incorporate social media icons that link to your profiles. This makes it easy for visitors to connect with your brand on various social platforms.

Including subscriber and social media follower counts on your website can help establish trust and credibility, making visitors more likely to engage with your content and become part of your online community.


Include Strong CTAs in Every Piece of Content on Your Site

Effective call-to-actions (CTAs) are essential for guiding visitors towards taking specific actions on your website.

To maximize engagement and conversions, incorporate strong CTAs into every piece of content:

  • Define Clear Objectives: Determine the primary objectives for each piece of content, whether it’s encouraging visitors to make a purchase, subscribe to your newsletter, or request more information. Tailor your CTA to align with these objectives.
  • Use Action-Oriented Language: Craft CTAs with action-oriented language that compels users to take immediate action. Phrases like “Shop now,” “Subscribe today,” or “Get started” leave no ambiguity about what’s expected.
  • Position CTAs Strategically: Place CTAs strategically within your content. They should be easily accessible without being overly intrusive. Common locations include near the beginning, within the body, and at the end of your content.
  • Highlight Benefits: Emphasize the benefits users will gain by clicking on the CTA. Make it clear how taking the desired action will address their needs or solve their problems.
  • Test and Optimize: Continuously test different CTA variations to identify what resonates best with your audience. Experiment with different colours, sizes, and wording to optimize conversion rates.

By including strong CTAs in all your content, you guide visitors toward the actions that drive your business goals, improving user engagement and conversion rates.


Test Variations of Your CTA Buttons

A/B testing or split testing of your CTA buttons can help you discover which elements are most effective in driving conversions.

Here’s how to approach CTA button testing:

  • Button Color: Experiment with different button colours to see which one generates the most clicks and conversions. Consider your brand colours, the colour psychology, and the visual contrast with your website’s background.
  • Button Size: Vary the size of your CTA buttons to determine if a larger or smaller button has a more significant impact on conversions. Balance the size with the overall design of your website.
  • Button Text: Test different CTA text variations to see which wording resonates best with your audience. Sometimes subtle changes like “Buy now” versus “Add to cart” can make a significant difference.
  • Button Placement: Try placing your CTA buttons in different locations within your content or on your webpages. Positions such as above the fold, within the content, or at the end of a page can yield varying results.
  • Button Design: Experiment with the design of your CTA buttons. Test different shapes, styles, and hover effects to find the most visually appealing and attention-grabbing design.

Regularly testing variations of your CTA buttons can provide valuable insights into what motivates your audience to take action. By optimizing your CTAs, you can improve conversion rates and drive more meaningful engagement.


Recommend Related Products

Cross-selling and upselling related products can boost your average order value and enhance the overall shopping experience on your e-commerce website.

Here’s how to effectively recommend related products:

  • Analyse Customer Behaviour: Use data and analytics to understand your customers’ buying patterns and preferences. Identify products that are often purchased together or that complement each other.
  • Offer Personalized Recommendations: Leverage recommendation algorithms to provide personalized product suggestions based on a visitor’s browsing and purchase history. Tailored recommendations are more likely to resonate with individual customers.
  • Display Recommendations Strategically: Place related product recommendations prominently on product pages, shopping carts, and checkout pages. Make it easy for customers to explore additional options.
  • Highlight Benefits: Clearly communicate the benefits of the recommended products. Explain how they can enhance the customer’s current purchase or solve additional needs.
  • Test Recommendation Strategies: Experiment with different recommendation strategies, such as “Customers who bought this also bought” or “You might also like.” Measure the impact of each strategy on conversion rates and revenue.

By recommending related products, you not only increase sales but also enhance the overall customer experience by helping shoppers discover additional items they may find valuable.


Include Stock Numbers

Transparency and urgency can significantly influence purchase decisions. Including stock numbers on your product pages can help create a sense of urgency and drive conversions:

  • Show Real-Time Availability: Display the actual number of items in stock for each product. Use real-time data to keep this information accurate and up to date.
  • Encourage Scarcity: Highlight when a product is in limited supply or when there are only a few items left in stock. Phrases like “Only 3 left” or “Hurry, limited stock available” can create a sense of urgency.
  • Use Visual Indicators: Consider using visual indicators such as progress bars or color-coded labels to convey stock availability. These elements can quickly catch the eye of visitors.
  • Set Expectations: Be transparent about restocking times or the frequency of product replenishment. If a product is temporarily out of stock, provide an estimated date for when it will become available again.
  • Monitor and Update: Regularly monitor stock levels and update your website accordingly. Nothing is more frustrating for customers than finding out that a product they thought was available is actually out of stock.

Including stock numbers on your product pages not only informs customers but also motivates them to make a quicker purchasing decision, especially when they perceive that an item is in high demand.


Lose the Hype. Use Straight-Forward Copy

In an era of information overload, authenticity and straightforward communication resonate with website visitors.

Here’s how to use clear and honest copy effectively:

  • Avoid Exaggeration: Steer clear of hyperbolic claims and overused marketing buzzwords. Instead, provide concrete information about your products or services.
  • Focus on Clarity: Communicate your value proposition clearly and concisely. Visitors should understand what you offer and how it benefits them without deciphering complex language.
  • Use Customer-Focused Language: Frame your content in terms of how it can solve customers’ problems or fulfill their needs. Use “you” and “your” to make the content more customer-centric.
  • Be Honest: Honesty is key to building trust. If there are limitations or shortcomings to your offerings, acknowledge them and explain how you address or mitigate them.
  • Provide Evidence: Back up your claims with evidence such as data, testimonials, or case studies. This reinforces your credibility and adds substance to your messaging.

By using straightforward and honest copy, you can build trust with your audience and create a more authentic and compelling online presence. Visitors are more likely to engage with content that feels genuine and transparent.


Tell Visitors Exactly What They’re Going to Get

Clarity is paramount when communicating with your website visitors. To engage them effectively, tell them precisely what they can expect.

Here’s how to do it:

  • Be Descriptive: In your content and messaging, provide clear and detailed information about the products, services, or content your visitors will receive. Explain features, benefits, and what sets you apart.
  • Set Expectations: Use straightforward language to manage expectations. If you’re offering a downloadable e-book, specify its title, content, and any additional resources included.
  • Use Clear Titles: Ensure that titles and headings accurately represent the content that follows. Misleading titles can lead to frustration and higher bounce rates.
  • Highlight Key Takeaways: Summarize the main takeaways or benefits visitors will gain from engaging with your content or offerings. Bullet points or lists can make information more digestible.
  • Maintain Consistency: Ensure consistency in your messaging across all touchpoints. Visitors should encounter a cohesive and coherent message throughout their journey on your website.

By telling visitors exactly what they’re going to get, you establish trust and make it easier for them to make informed decisions about engaging with your website.


Include a Clear Value Proposition

A strong value proposition communicates the unique benefits and advantages your business offers to visitors.

Here’s how to create and showcase a clear value proposition:

  • Identify Your Unique Selling Points (USPs): Determine what sets your products or services apart from the competition. Is it quality, price, convenience, or unique features? Your value proposition should emphasize these USPs.
  • Use Clear and Concise Language: Craft your value proposition using clear, concise language that is easy for visitors to understand. Avoid jargon or complex terminology that may confuse your audience.
  • Place It Prominently: Display your value proposition prominently on your website, often near the top of the homepage. It should be one of the first things visitors see when they land on your site.
  • Focus on Customer Benefits: Emphasize how your offerings benefit the customer. Explain how they solve problems, fulfill needs, or improve the customer’s life or business.
  • Test and Iterate: Regularly test different versions of your value proposition to determine which resonates best with your audience. Collect feedback and refine it over time.

A clear value proposition helps visitors quickly understand the value your business provides, increasing the likelihood that they will engage with your offerings.


Give Your Visitors Tunnel Vision

Guiding visitors along a predetermined path on your website can help improve user experience and drive conversions.

Here’s how to create a focused user journey:

  • Define Conversion Goals: Identify the primary actions you want visitors to take on your website, such as making a purchase, filling out a form, or subscribing to a newsletter.
  • Streamline Navigation: Simplify your website’s navigation to minimize distractions. Use clear menu structures and remove unnecessary links or options that may divert visitors.
  • Use Visual Cues: Incorporate visual cues like arrows, buttons, or images that direct visitors’ attention toward the desired action or path.
  • Create Clear Paths: Design specific landing pages or funnels that lead visitors step-by-step toward conversion. Each page or step should have a singular focus.
  • Employ Strong CTAs: Place compelling calls to action (CTAs) strategically throughout the user journey to prompt visitors to take the next step.

By giving your visitors tunnel vision and directing them along a set path, you can streamline the user experience, reduce bounce rates, and increase the likelihood of achieving your conversion goals.


Include a Privacy Statement on Opt-In Forms

Building trust is crucial when asking visitors to provide their personal information through opt-in forms. Including a privacy statement can reassure them that their data will be handled with care:

  • Explain Data Usage: Clearly communicate how the data collected through the opt-in form will be used. Will it be used for marketing purposes, customer support, or other specific functions?
  • Ensure Compliance: Ensure that your privacy statement complies with relevant data protection regulations, such as GDPR. Provide information on data retention, user rights, and how to contact your privacy team.
  • Link to Full Privacy Policy: Include a link to your website’s full privacy policy for visitors who want to learn more about how their data is handled. Make it easily accessible near the opt-in form.
  • Transparency Builds Trust: Be transparent about your commitment to data privacy. Assure visitors that their information will not be sold or shared with third parties without their consent.
  • Use Simple Language: Present the privacy statement in straightforward and easy-to-understand language. Avoid legal jargon that may confuse or deter visitors.

By including a privacy statement on opt-in forms, you demonstrate your commitment to protecting visitors’ data and respecting their privacy, which can increase their confidence in providing their information.


Get Your Visitors Excited Using Storytelling

Storytelling is a powerful way to engage visitors and create emotional connections with your brand. Here’s how to use storytelling effectively:

  • Craft Compelling Narratives: Develop stories that resonate with your audience’s interests, needs, or aspirations. Use storytelling to illustrate how your product or service can make a positive impact on their lives.
  • Show, Don’t Tell: Use vivid imagery and descriptive language to immerse visitors in your story. Paint a picture that allows them to visualize the benefits and experiences you’re describing.
  • Highlight Real Experiences: Share real customer stories and testimonials to provide authentic examples of how your offerings have made a difference. Personal anecdotes can be relatable and persuasive.
  • Create Emotional Connections: Appeal to emotions and values that align with your brand and resonate with your target audience. Emotional storytelling can leave a lasting impression.
  • Maintain Consistency: Ensure that your storytelling aligns with your brand identity and messaging across all channels. Consistency in storytelling reinforces your brand’s narrative.

By incorporating storytelling into your website, you can captivate visitors, create a sense of connection, and evoke emotions that lead to increased engagement and conversions.


Keep as Many Form Fields as Possible Optional

When designing forms on your website, keeping as many form fields as optional can improve user experience and increase form completion rates:

  • Reduce Friction: Minimize the friction of filling out forms by only requiring essential information. The more optional fields you provide, the more likely visitors are to engage with your forms.
  • Prioritize Core Information: Identify the core information you absolutely need, such as an email address for a newsletter subscription or a shipping address for an order. Make these fields mandatory, while the rest can be optional.
  • Progressive Profiling: Consider implementing progressive profiling, where you gather additional information from users over time through multiple interactions. This approach minimizes the perceived burden of lengthy forms.
  • Clear Labelling: Clearly label which fields are required and which are optional to avoid confusion. Use asterisks or other visual cues to denote mandatory fields.
  • Respect Privacy: Ensure that optional fields are related to the visitor’s preferences and interests, rather than intrusive personal information. Respect user privacy and build trust.

By keeping as many form fields as possible optional, you create a more user-friendly experience, leading to higher form completion rates and increased lead generation.


Meet the Expectations of PPC Visitors

Consistency between your pay-per-click (PPC) ad copy and landing page content is crucial for a positive user experience and higher conversion rates:

  • Match Keywords: Ensure that the keywords in your PPC ads align with the keywords on your landing page. This consistency improves ad relevance and quality scores.
  • Reflect Offerings: The products, services, or promotions mentioned in your ad should directly match what visitors find on your landing page. Avoid surprises or discrepancies.
  • Use Consistent Messaging: Maintain consistent messaging, tone, and style from your ad to your landing page. Visitors should feel like they’ve landed in the right place.
  • Repeat Key Phrases: Reiterate key phrases or benefits from your ad copy on your landing page to reinforce the message and drive home the value proposition.
  • Test Variations: Regularly A/B test different ad copy and landing page combinations to determine which ones yield the best results in terms of click-through rates and conversions.

By aligning your PPC ad copy with your landing page content, you create a seamless user experience, reduce bounce rates, and increase the likelihood of visitors taking the desired action.


Offer Various Payment Options

Providing multiple payment options can cater to a wider range of customers and enhance their shopping experience on your website:

  • Credit Cards: Accept major credit cards like Visa, Mastercard, American Express, and Discover. Ensure that your payment processing is secure to instill trust.
  • Digital Wallets: Include popular digital wallets such as PayPal, Apple Pay, Google Pay, and Amazon Pay. These options offer convenience and speed for online payments.
  • Bank Transfers: Offer the ability for customers to pay via bank transfers or electronic funds transfers (EFTs). This can be especially important for international customers.
  • Installment Plans: Implement installment payment options that allow customers to break down their purchase into manageable payments over time. This can increase affordability.
  • Cryptocurrencies: For tech-savvy customers, consider accepting cryptocurrencies like Bitcoin or Ethereum. This option appeals to a niche but growing market.

By offering various payment options, you accommodate the preferences and needs of a diverse customer base, potentially increasing conversion rates and customer satisfaction.


Include Customer Reviews

Customer reviews and testimonials are powerful tools for building trust and credibility on your website:

  • Display Authentic Reviews: Showcase genuine customer reviews, complete with names, photos, and dates. Authenticity is key to building trust.
  • Highlight Positive Experiences: Feature reviews that highlight positive experiences and the benefits of your products or services. Use reviews that address common pain points.
  • Address Concerns: Don’t shy away from including constructive or critical reviews, as long as they are fair and respectful. Demonstrating that you address concerns can enhance your reputation.
  • Use Ratings and Summaries: Incorporate star ratings or summary statistics to provide a quick overview of customer sentiment. Visual cues like stars can quickly convey trustworthiness.
  • Encourage User-Generated Content: Encourage customers to submit photos or videos of themselves using your products. User-generated content can further validate your offerings.

By including customer reviews, you provide social proof and real-world evidence of the quality and value of your products or services, which can influence purchasing decisions positively.


Test Colour Combinations on Landing Pages

The colour scheme of your landing pages can have a significant impact on user perception and engagement. Here’s how to effectively test colour combinations:

  • Define a Baseline: Start with a baseline colour scheme for your landing pages. This will serve as a reference point for comparison.
  • A/B Testing: Run A/B tests with variations of colour combinations. Experiment with different primary colours, accent colours, and background colours to see which resonates best with your audience.
  • Consider Branding: Ensure that the chosen colour combinations align with your brand identity and evoke the desired emotional responses. Consistency in branding is essential.
  • Analyse User Behaviour: Analyse user behaviour and conversion rates associated with different colour combinations. Monitor how visitors interact with your landing pages and whether colour changes impact their actions.
  • Optimize for Contrast: Pay attention to the contrast between text and background colours to ensure readability. High contrast can improve user experience.

By testing colour combinations on your landing pages, you can optimize the visual appeal and effectiveness of your pages, potentially leading to higher conversion rates and improved user engagement.


Use High-Quality Images

High-quality images are a crucial component of an engaging and visually appealing website. Here’s how to effectively use high-quality images:

  • Invest in Photography: Invest in professional photography or high-quality stock images that align with your brand and resonate with your audience. Original images can add authenticity.
  • Optimize for Speed: Ensure that your images are optimized for web use to maintain fast page loading times. Compressed images should retain their quality while minimizing file size.
  • Show Products Clearly: If you’re an e-commerce business, display products from multiple angles and provide zoom functionality to help visitors examine items in detail.
  • Use Images to Tell a Story: Incorporate images that convey a narrative or showcase the benefits of your products or services. Visual storytelling can captivate and inform your audience.
  • Maintain Consistency: Maintain a consistent style and tone for your images to create a cohesive visual experience across your website. Consistency builds brand recognition.

High-quality images can enhance your website’s aesthetics, capture visitors’ attention, and convey information effectively, ultimately improving user engagement and conversion rates.


Use CTA Buttons Rather Than Links

Clear and well-designed call-to-action (CTA) buttons are more effective than simple text links for prompting user actions on your website:

  • Enhance Visibility: CTA buttons, with contrasting colours and clear text, stand out and are more visible than plain text links. They draw attention to the desired action.
  • Use Action-Oriented Text: Ensure your CTA buttons feature action-oriented text that explicitly tells visitors what will happen when they click. Examples include “Buy Now,” “Get Started,” or “Subscribe Today.”
  • Consistent Styling: Maintain a consistent style for your CTA buttons throughout your website. Uniformity helps users recognize and understand the purpose of these buttons.
  • Position Strategically: Place CTA buttons prominently within your content or on your webpages, typically near the top or in areas where visitors naturally focus their attention.
  • A/B Testing: Regularly test different CTA button variations, such as text, colour, size, and placement, to determine which combinations yield the best results in terms of click-through and conversion rates.

By using CTA buttons rather than links, you create a more persuasive and user-friendly experience that encourages visitors to take desired actions.


Use a Chat Tool

Incorporating a chat tool on your website can enhance customer engagement and provide real-time assistance. Here’s how to effectively use chat tools:

  • Enable Live Chat: Implement live chat functionality that allows visitors to initiate conversations with your support team or chatbots when they have questions or need assistance.
  • Provide Quick Responses: Ensure that you respond promptly to chat inquiries. Visitors appreciate timely assistance and are more likely to engage with your chat tool if they receive quick, helpful responses.
  • Offer Automated Options: Integrate chatbots that can handle routine inquiries, such as frequently asked questions or basic troubleshooting. This frees up human agents to focus on more complex issues.
  • Make It Visible: Place chat tool icons or buttons in easily accessible locations, such as the bottom right corner of your website. Clear visibility encourages visitors to initiate chats.
  • Gather Feedback: Use chat interactions as an opportunity to gather feedback from visitors about their experiences on your website. This can provide valuable insights for improvements.

By using a chat tool, you can provide immediate assistance, foster engagement, and create a more responsive and customer-centric website experience.


Use Directional Cues

Directional cues are visual elements that guide visitors’ attention and actions on your website. Here’s how to effectively use directional cues:

  • Arrows and Pointers: Incorporate arrows, pointers, or visual cues like fingers pointing towards important elements or CTAs. These cues naturally draw the eye and guide user focus.
  • Lines and Paths: Use lines or paths that lead the viewer’s gaze in a specific direction. For instance, a winding road or a flowing river can symbolize a journey or progression.
  • Eyes and Faces: Leverage images of eyes or faces looking in the desired direction. Humans instinctively follow the gaze of others, making this an effective directional cue.
  • Contrast and Colour: Create contrast or use colour to highlight important elements or areas you want visitors to notice. The contrast can make the focal point stand out.
  • Use Whitespace: Strategic use of whitespace can create visual separation and direct attention to specific content or elements.

Directional cues help guide visitors through your website, improve user engagement, and ensure that they focus on the most important information and CTAs.


Offer a Price Match Guarantee

A price match guarantee can instill trust and confidence in potential customers by assuring them that they are getting the best deal. Here’s how to effectively offer a price match guarantee:

  • Clearly Communicate the Guarantee: Prominently display the details of your price match guarantee on your website, including what it covers and any exclusions or limitations.
  • Provide Easy Instructions: Offer clear instructions on how customers can request a price match. Make the process simple and user-friendly.
  • Monitor Competitor Prices: Regularly monitor competitor prices to ensure that your guarantee remains competitive and relevant.
  • Train Your Team: Ensure that your customer support team is well-trained in handling price match requests and can assist customers promptly and professionally.
  • Showcase Trustworthiness: Use trust badges or icons next to your price match guarantee to emphasize your commitment to fair pricing and customer satisfaction.

By offering a price match guarantee, you demonstrate your dedication to customer value and build confidence in your pricing, ultimately increasing trust and conversions on your website.



Improving your website is a continuous process that can significantly impact the growth of your small business. By implementing the strategies outlined above you can create a more compelling online presence and attract and convert more customers.

Remember that a user-friendly, trustworthy, and value-driven website is an invaluable asset for any small business looking to thrive in the digital age.

The post 30 Ways to Improve Your Website & Grow Your Small Business appeared first on Red Website Design Blog.