4 Website Must-Haves to Increase Conversions

By Jenna C | November 2014

If the primary goal of your website is to bring in potential business, then you are likely concerned about conversion rates. Whether your website has 1,000 visitors a month, or 100,000, it often doesn't matter unless they are converting into leads.

Here are 4 things your website needs to increase conversions:

Clear headlines and content

Without punchy headlines, concise copy and engaging imagery, your visitors will quickly bounce around your site and most likely leave if they can't find what they are looking for. Here is a great example of a clean, direct homepage. The heading tells you exactly what Groove is, and the subheading describes the benefit.

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Calls to action are used to drive users towards a specific action on your site. Examples of a CTA are, 'Start your free trial', 'Get the ebook', Subscribe to our newsletter', or 'Schedule your free consultation'. Be very clear about what the user will get by clicking and then use the subsequent landing page for more detail. Here is an example of a homepage with multiple CTAs.

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Landing Pages

Visitors usually find a landing page when exploring your site or through a pay-per-click campaign. Landing pages should focus on one topic with one specific end goal in mind. To keep users focused, eliminate content, navigation, or other offers so they are more likely convert.

For example, if a user clicks on the Free Trial button above, they should be brought to a custom landing page with information about the trial and a basic form to capture their information.

Once you have their contact information, use it! Stay in front of your leads and potential customers with an automated email campaign, retargeting ads or a phone call.


Landing pages can always be improved, so be sure to A/B test your pages. You can test drastically different designs or something as subtle as changing the main headline or color of a CTA button. Here is an example of a recent landing page we built. We built Version A first, and we used a very direct, serious image to represent hip replacement. With Version B, we used a friendlier, lifestyle image which led to a better conversion rate.

Version A

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Version B

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You will need to use analytics tools to help track your success. This could be Google Analytics, a heat mapping tool such as CrazyEgg, a landing page builder and testing tool like Unbounce, or inbound marketing software such as HubSpot.

Here are a few more articles that focus on optimization and conversion best practices:

Psychological Principles of Website Conversions

Optimizing your Landing Pages [an infographic]

Optimize your Google Ad Campaigns

Interested in optimizing your website and building landing pages but don't have the time or resources? Please reach out to ArcStone today to discuss your goals.


Topics: Digital Marketing, Design and Technology, Business