Conversion is not about making a site look better. It is about building it to do one job, moving a visitor from interested to taking action, and most sites fail at this for three predictable reasons.
Three predictable, fixable problems. The articles below cover each one in detail.
The visitor reads the page, thinks “this seems good,” and then has no idea what to do next. There is no obvious next step, or there are five competing ones. Either way, they leave.
The site leads with the company history instead of the customer’s problem. It lists services before establishing trust. It puts the contact form at the bottom of a page nobody scrolls to the end of.
Over 70 percent of service business visitors are on a phone. If the site is slow, hard to navigate on a small screen, or buries the phone number, the majority of your potential customers are bouncing before they see anything worth seeing.
The three structural things that separate websites that generate leads from websites that just exist. Not about design trends, about architecture.
A homepage serves everyone. A landing page serves one person with one goal. When to use each, and why sending ad traffic to your homepage is usually a mistake.
Every second of load time costs you conversions. The three biggest speed killers on service business websites and exactly how to fix them.
If you want a conversion-focused website built without having to figure all this out yourself, that’s what I do. See how the service works.
ResourcesFunnels, tracking and tech, copy and messaging: three more topic hubs with articles on the other things that affect whether your website works.