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AM #002: A Guide to Optimizing Your Website for Higher Conversion

Updated: Apr 14

I'm not a web developer or an SEO specialist.

I know enough to be dangerous but wouldn't call myself an expert in these areas.

But, I'm obsessed with studying THIS:

→ Branding

→ Positioning

→ Copywriting

→ How consumers THINK and make decisions

When I'm building a marketing strategy for a business, one of the first things I do is audit its website:

  • Traffic

  • Web Copy

  • Conversion

  • Web Structure

And most of the time, the top issue holding visitors back from taking the next step on their website is this:

→ Lack of clarity and structure

Good development, design, and traffic are certainly important.

But none of this matters if your visitors don't know:

  • What you do

  • How you can help them

  • What products/services you offer

  • Why they should choose you over others

  • What steps they need to take next

My rule of thumb is always this:

Let's get the house in order before we turn on marketing and start driving more traffic to your site.

So, here are 4 simple website tips to help set your site up for conversion:

1. Words matter.

I play this in my head on repeat:

words matter.

words matter.

words matter.

Donald Miller, Author of StoryBrand , was the first to teach me the significance of wording and messaging in marketing.

He says:

"Pretty websites don't sell things. Words sell things." - Donald Miller

When building a website, you will find many exceptionally talented web developers and designers.

But typically, they wouldn't claim to be experts in copywriting.

The words you use on your website can make or break your conversion rates.

Narrow in on your branding, messaging, and positioning.

Then, let this be the foundation for the narrative & structure of your site.

2. Paint a clear transformation immediately.

You've got (at most) 15 seconds to keep a visitor on your site.

The hero section (the very first section that lives above the fold), is your first, and perhaps ONLY chance to grab their attention.

Here are a few key things to include in your hero section:

  • Transformational headline

  • Sub-headline / tagline

  • Call-to-action button

It should look something like this:

3. Add Social Proof

Your ideal customer isn't jumping on your site to chill.

They're not here for an experience.

They're here for a purpose.

To determine if you (your product/service) are the one for them.

What Zain said. 👆🏻

"Overcome hesitation by using social proof."

Ask your clients for their feedback, and get their permission to use this on your site.

You can use tools like to gather feedback or reach out to them directly via email.

4. Call Them to Action

Call-to-actions (CTAs) guide your visitor to take the next step.

When someone lands on your site, they're typically further along their buying journey - evaluating their options and close to making a buying decision.

Reduce friction and show them exactly how to take the next step.

Do this by:

1. Strategically placing your CTAs throughout your site

  • Upper right corner of the menu

  • Above the fold (hero section under tagline)

  • In relevant content sections (benefits/features, services, social proof, etc.)

2. Making the language clear, concise, consistent, and specific

Avoid vague or generic phrases like "learn more."

Instead, use action-oriented language like the examples below:

→ Schedule a Call

→ Sign-up Today

→ Reserve Your Seat

→ Download Now

→ Get {Product Name}

→ Book a Meeting

Clear and direct CTAs give your visitors a clear path to take the next step with your brand.

And that's a wrap!


4 simple website tips I use to help boost conversion:

  1. First things first: Get the words right.

  2. Paint the transformation immediately.

  3. Build trust & credibility with social proof.

  4. Be clear, concise, consistent, and specific with your CTAs.

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Whenever you’re ready, there are 2 ways I can help you:

  1. Looking for more marketing tips, follow me on LinkedIn where I share my marketing learnings & lessons

  2. Need help building a strategic marketing plan for your business? Book a strategy call here and we can discuss the process.

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