Conversions – How to Get More Customers

The primary objective of most  small business websites is to prompt visitors to take one of three actions, Click, Call or Come By.  These tasks involve website visitors either clicking something online, calling your office or physically dropping by your place of business.

Now your website can help you with more than these simple tasks, but to be successful in business, you must get potential customers interested enough, to contact you in some matter:

Subscribing to a mailing list
Sharing content on social media
Filling out a Contact Us website form

Make certain that you have all your website contact or signup forms working correctly.
And that any links that point to your contact page is accurate as well.

Calling to make an appointment
Initiating a phone call to get more info
Asking for a quote, estimate or phone callback

If phone calls are your main source of leads then you need to make sure your phone number is on every page of your website in an visually prominent  location.

Meeting for a in-person consultation
Dropping by your retail store to browse
Coming into your place to make a specific purchase

If you run a retail store, it is critical that you provide directions, directions, directions!
It is not a enough just to post up your address. Take the time to explain how people can quickly find your business (and parking, if that’s an issue at your location).

What is a Conversion Rate?

When a visitor to your website performs one or more of the desired actions above, it is considered a conversion.

Your conversion rate is the number of conversions (desired actions taken) divided by the total number of visitors to your website (in the same timeframe), multiplied by 100 to get a percentage.

SAMPLE CONVERSION RATE FORMULA: (20 conversions ÷ 1000 visitors) x 100 = 2%

For example, if a service pro had 3 conversions (phone calls) out of 100 website visits in a week, their conversion rate would be 3%.

Or say if a retailer had 450 people physically visit their store in a month, out of 3000 website visitors during the same time, the conversion rate would be 15%.

Now, if the service pro make some tweaks or adjustments to their site and these things resulted in 3 extra phone calls per 100 visits, they would have effectively doubled their conversion rate!

Turning Website Visitors into Leads and Sales

The process of implementing and analyzing online changes to websites and any digital marketing process is known as Conversion Rate Optimization (CRO), which holds immense importance for a small business.

Assuming you already have traffic and are generating conversions, how can you improve your CRO?

Here are some straightforward ideas to enhance your conversion rates (although there are many, many more possibilities):

  • Use simple language on your site since your customers may not be familiar with your business or industry jargon.
  • Emphasize the problems your product or service solves rather than focusing solely on its features.
  • Create an FAQ page to address common questions most potential customers have.
  • Ensure customers can easily reach out to you about questions or help, especially after the sale.
  • Display testimonials and case studies highlighting the positive experiences of your customers.
  • Provide a clear guarantee or refund policy to build trust.
  • Test your sales process by putting yourself in the shoes of a customer. Are do they feel?
  • Address any objections/problems customers may have through persuasive copywriting.

Remember, the key principle to increasing conversions is to “Reduce the Friction.”  Always be on the look out for any bottlenecks or obstacles within your website, sales or lead generation process and make a point to resolve them.


The next module is all about reducing the friction, by talking a little bit about Consumer Guides (or Lead Magnets).

NEXT PAGE – Consumer Guides