Getting people to visit your website is one thing. Convincing them to take action – to enquire, buy, book or get in touch – is where the real value lies. If you’re seeing a steady stream of visitors but few conversions, it’s time to ask a crucial question: is your website doing enough to turn browsers into buyers?
In this guide, we’ll break down how to turn more website visitors into paying customers using practical, proven techniques that apply to businesses across the UK. Whether you’re a local service provider, an eCommerce brand, or a startup preparing for launch, these tips will help you maximise the return on every click.
Start with Clear Goals
Before you can optimise your website for conversions, you need to define what a conversion actually is for your business. For some, it’s a direct sale. For others, it might be a form submission, a phone call, or booking a consultation.
Ask yourself:
- What do I want visitors to do when they land on my site?
- What’s the next logical step in the customer journey?
- How can I remove barriers to that step?
Having clear goals helps shape everything else – from layout to content to functionality.
Simplify Navigation
Website visitors don’t want to work hard to find what they need. If your navigation is cluttered, confusing, or inconsistent, you’ll lose people fast.
Keep your main menu clean. Group related items together. Limit the number of top-level options to around five or six. If you offer services, consider using a dropdown that categorises them. Make it easy to get to your contact page and portfolio from every page.
A great way to test this is to ask someone unfamiliar with your site to complete a task – like getting in touch or finding a particular service. If they struggle, it’s time for a rethink.
Improve Page Speed
A slow website is a conversion killer. Research shows that 1 in 4 visitors will abandon a site that takes more than 4 seconds to load. Even a delay of one second can impact conversion rates.
To check your current site speed, use Google PageSpeed Insights. You’ll get a breakdown of what’s slowing your site down and recommendations on how to fix it. This might include compressing images, minimising code, using better hosting, or enabling browser caching.
Fast-loading websites create a better first impression and help keep users engaged.
Nail the First Impression
Most visitors decide within a few seconds whether to stay or leave. So your homepage – or whatever page they land on – needs to clearly communicate:
- Who you are
- What you offer
- Why it matters
- What to do next
Use bold headlines, clear subheadings, and quality imagery. Avoid jargon. Focus on benefits over features. Don’t assume users know anything about your business.
Your homepage should guide users to action – whether that’s exploring your services, booking a consultation, or viewing your portfolio.
Use Strong, Clear Calls-to-Action
A call-to-action (CTA) tells visitors exactly what to do next. Don’t assume they’ll figure it out themselves.
Your CTA should:
- Be visible without scrolling
- Use action-oriented language (e.g. “Get a Quote”, “Book a Free Call”, “Start Your Project”)
- Create urgency or highlight a benefit (e.g. “Limited Spaces Available”, “Free Strategy Session”)
Place CTAs strategically throughout your site – not just on the homepage. Every key service page should have one, as should your About page, blog posts, and even your contact form.
Build Trust Through Content
People are more likely to buy from someone they trust. Your website content should position you as an expert and reassure visitors they’re in safe hands.
Here’s how:
- Include real client testimonials and case studies
- Use a professional, but human tone of voice
- Highlight any industry accreditations or experience
- Keep your blog updated with helpful content that answers common questions
- Be transparent about pricing or process if possible
Trust is often the deciding factor between contacting you or moving on.
Make It Mobile-Friendly
With more than half of website traffic now coming from mobile devices, your website absolutely must work well on smartphones and tablets.
That means:
- Clear fonts and buttons that are easy to tap
- Fast load times on mobile networks
- No popups that block the screen
- Responsive design that adjusts to different screen sizes
Google prioritises mobile-friendly websites in search results, so this also helps your visibility.
Offer Multiple Contact Options
Not everyone wants to fill out a form. Some prefer to call. Others might like to drop you a WhatsApp message.
Provide multiple ways for people to get in touch:
- Easy-to-find phone number
- Short, simple enquiry form
- Email address
- Live chat or WhatsApp (if feasible)
Include contact details in the header and footer so they’re always accessible.
Reduce Friction
Friction is anything that slows down or complicates the customer journey. It can be technical (like a broken form), visual (like poor layout), or psychological (like unclear messaging).
Here are a few ways to reduce friction:
- Minimise the number of fields in your forms
- Make pricing or process information easy to find
- Avoid clutter and distractions on key pages
- Guide users with clear, linear journeys
Even small tweaks – like changing button text or removing a step from checkout – can significantly improve conversions.
Create Dedicated Landing Pages
If you’re running ads or email campaigns, don’t send visitors to your homepage. Create targeted landing pages with content that matches the ad they clicked on.
Landing pages should:
- Focus on one offer or topic
- Have no distractions or off-topic links
- Include social proof like reviews
- Have a clear and prominent CTA
Tools like Google Optimize can help you test different landing page versions to see which performs best.
Use Analytics to Make Informed Changes
If you’re not using tools like Google Analytics and Microsoft Clarity, you’re flying blind. These platforms show you:
- How people find your site
- What pages they visit
- Where they drop off
- What devices they use
Heatmaps and session recordings can reveal where users are getting stuck or confused. Use this data to inform future updates and content decisions.
Test and Tweak Regularly
Conversion optimisation isn’t a one-time job. Continual improvement is key. Test headlines, images, CTAs, page layouts, and even colours. Track how changes affect behaviour.
Use A/B testing where possible. Small changes can lead to big results over time.
Provide Real Value
At the end of the day, visitors won’t convert unless they see value. Whether you’re offering a free consultation, downloadable guide, or simply a better service, make sure your website communicates that value quickly and clearly.
Show them why you’re worth their time – and their money.
Ready to Convert More Visitors?
If your website isn’t converting as well as it should, or you simply want a fresh set of eyes on your setup, I can help.
As a freelance web designer in Leeds, I specialise in building fast, effective websites that don’t just look good – they get results. Whether you need a complete rebuild or just a few smart tweaks, I’ll work with you to make your website work harder.
Get in touch for a no-obligation chat or request a quote today.
