How to Increase Website Conversions & Make Your Site Work Harder

Stop Being a Brochure: Rethink Your Site’s Purpose #

First things first: clarify what you actually want your website to do.

Is it there to gather leads via short, punchy forms? Are you driving direct sales on a product-focused page? Or do you want to build your authority with regular content and a compelling newsletter sign-up?

When you know what you want your site to achieve, it’s a whole lot easier to make decisions about content, structure, and design.

For businesses selling complex products or services, your website needs to do more than just exist. It needs to effectively communicate your value, build trust, and guide potential clients through their decision-making process.

Study Your Data So You Can Stop Guessing #

You can’t improve what you don’t measure. Analytics tools are one of the only ways to know what’s really going on with your site and where you can improve.

For marketing directors and business owners seeking reliability, proper analytics setup provides something invaluable: clarity and confidence. Instead of wondering why your website isn't performing, you'll have concrete data showing exactly where improvements are needed.

Use the likes of Google Analytics to keep an eye on stats like bounce rates, exit pages, user behavior, and audience demographics.

Take a look at your website's conversion rate. Which pages are killing it? Which ones are struggling? Those insights guide what to fix or replicate.

Check for Performance Bottlenecks #

Analytics can spotlight slow page load times or design quirks that drive people away.

Maybe your images are huge, or your main call to action is buried. Small changes—like compressing images or moving a sign-up form above the fold—often lead to better engagement, fast.

Watch for Different Intent Levels #

Not everyone arrives ready to buy. Some website visitors just want to browse, others come in with higher purchase intent.

If you notice certain pages consistently attract decision-makers, direct traffic from ads or email campaigns to those pages. The more you cater to that mindset, the bigger bump you’ll see in your conversion rate.

Want more info on website stats to track? Check out our other blog, “Want Better ROI? 4 Core Metrics for Website Performance to Watch”.

Optimize Your Conversion Funnel   #

A few strategic tweaks can have a big impact on how many people engage with your pages, fill out forms, or buy something.

Align Your Landing Pages with Ads #

If an ad value proposition promises “20% Off”, your landing page needs to show that offer front and center. Any mismatch between the ad and the actual page confuses visitors, leading them to bail out. 

For marketing directors and business owners who need enterprise-level solutions, alignment is essential. Your landing pages should immediately validate the promise that brought them there, demonstrating both expertise and an understanding of their specific challenges.

Smooth Out Your Checkout Experience #

For sites selling physical or digital products, a complicated checkout process will almost always push people away. In fact, 87% of shoppers abandon their carts during online checkout if the process is too long or tricky!

Cut non-essential steps and highlight confidence-builders, like secure payments or a straightforward return policy. If your site supports mobile users, be sure the checkout form is clutter-free and finger-friendly.

Make Mobile Experience a Priority #

Phones and tablets dominate web browsing, so ignoring your mobile site can really drag down your average conversion rate.

A site that looks good on desktop might turn clunky on smaller screens. Make sure buttons, menus, and images resize smoothly, without pinching and zooming.

For B2B decision-makers, mobile optimization is critical in unexpected ways. Research shows that 70% of B2B buyers use mobile devices during their research phase, often reviewing potential partners outside office hours or between meetings.

Rework Your Calls to Action #

Buttons labeled “Submit” or “Learn More” are too vague. Instead, connect your CTAs to an immediate benefit, like “Get My Free Sample” or “Book a Free Clarity Call”. This approach is especially effective on landing pages, sidebars, or at the end of a sales pitch.

Automate the Right Way #

Manual follow-ups get overwhelming fast. Automations free you up to focus on bigger moves.

CRM Integration #

Rather than hand-keying lead data into a spreadsheet, link your site to a CRM system so everything syncs automatically. That means your sales team can pounce the moment a new lead comes in, improving your odds of closing the deal.

Email Marketing Workflows #

Did someone abandon their cart or request more info but never came back? Send a friendly nudge. Tailored campaigns are way better than generic blasts, leading to more personalized interactions and higher conversions. 

Chatbots and Live Chat #

Some visitors want immediate answers. Deploy a chatbot or live chat tool to give people real-time support, whether they need to find a product detail or help comparing pricing tiers. Quick assistance often seals the deal before they drift away.

Lean on Social Proof for a Trust Boost #

Humans are heavily influenced by what other people do or think. That’s where social proof comes in handy.

Show Off Your Successes #

Customer testimonials, star ratings, or short quotes from satisfied clients validate your claims. Place them strategically, like on a pricing page or a product highlight page. Reading about someone else’s good experience often tips potential customers into taking action.

Highlighting long-term client relationships (like "Client since 2015") demonstrates stability and ongoing satisfaction. This is particularly powerful when 70% of your clients stay with you for more than five years, as is the case with Solspace.

Bring Stats into the Picture #

If you’ve served 10,000 happy customers or won top industry awards, share it. If your service cuts costs by 30% for a known brand, mention it! Numbers like these make your track record more convincing than vague claims.

Highlight Influencer or Media Mentions #

If you’ve been featured on a reputable site or recommended by a well-known figure in your industry, shout about it. A small media badge or quote can give you some serious credibility points.

Keep Improving, Keep Growing #

The digital world never stays still, and neither should your website. After implementing changes, monitor your numbers, gather feedback, and adapt. Run A/B tests on headlines, images, or button text to see what works best.

• Update Content: Keep your site alive and well by publishing new resources, blog posts, or case studies that align with your target audience’s interests.

• Do Regular Audits: Check for outdated references, missing product details, or any shift in design trends that makes your site feel stale. Steady maintenance keeps your brand looking its best.

  This proactive approach mirrors the philosophy of preventing problems before they arise. Just as 55% of our long-term clients initially came with urgent problems, many businesses only audit their websites when something breaks. The most successful organizations implement regular check-ups that prevent emergency situations.

• Tune Up Performance: A site that takes forever to load or is riddled with broken links is the digital equivalent of a run-down storefront. Keep looking for ways to improve site speed and schedule regular checkups to catch 404 errors or missing images.
• Keep Security Tight: Make sure your plugins, themes, or frameworks stay current, especially if you’re running complex eCommerce features. A secure site reassures users that you’re professional and trustworthy.
• Listen to User Feedback: Surveys, polls, or even social media comments can give you a pulse on what real people think. If they complain about a confusing sign-up form, fix it. If they rave about your quick checkout, keep that momentum going.

See What an Active Website Can Do with Solspace

By knowing what you want your site to do and consistently optimizing each page to align with those goals, you create a site that “does the most” for your business.

Don't settle for passive pages. Shape a website that matches your drive—always evolving, always ready to engage, and always primed to grow your business. With our expertise in solving complex web challenges and our commitment to long-term partnerships, we can help you achieve the stable, adaptable, and revenue-driving online presence your business deserves. 

If you're ready to see what true conversion optimization looks like,  let’s connect.