Conversion-focused website: why your site does not generate leads

You have a website and visitors are coming to it. But little happens. People look at a few pages and leave again, without an enquiry, download or phone call. Then you probably do not have a conversion-focused website, but a digital brochure. In this article we explain what a conversion-focused website is and which choices make the difference between a site that informs and a site that generates enquiries.

What is a conversion-focused website?

A conversion-focused website is a website on which every page contributes to a concrete action by the visitor, such as an enquiry, a purchase or a sign-up. It is not a matter of more buttons, but of a different way of thinking. You do not build from what you want to say, but from what the visitor needs to take a next step.

Such a site is also called a marketing website. The difference from a corporate website is something we cover in our article on corporate websites versus marketing websites.

Why does a conversion-focused website start with the goal?

A conversion-focused website starts with the goal because that goal determines the structure, the copy and the forms. More customers is not a goal. Visitors request an introductory call, is a goal. As are: visitors request a quote for a specific service, or visitors download a product specification.

Define per page which action you expect. A service page can invite a conversation, a blog article a download or a next page. Without a goal per page, many pages end without direction.

How do you take different visitors into account?

You take different visitors into account by creating pages for every stage someone is in. Someone hearing about you for the first time is looking for explanation and recognition. Someone already comparing three providers is looking for proof and clarity about the approach. Someone with an urgent problem mainly wants quick contact.

A conversion-focused website offers each of those visitors a logical route. Knowledge articles for those who are exploring, cases and approach for those who are comparing, and a simple way to get in touch for those who are ready to decide.

Why do you not send campaigns to your homepage?

You do not send campaigns to your homepage because it is for everyone and therefore for no one in particular. A visitor who clicks on an ad for one service has to search your homepage for where they need to be. Most do not.

Send campaign traffic to a page that matches the ad exactly. What such a page looks like is explained in our article on what a landing page is.

How do you write copy that converts?

Copy that converts is about the visitor and not about yourself. Many websites open with who the company is, how long it has existed and what it considers important. That is information for later. Start with the visitor's problem, what they want to achieve and how you help with that.

A heading such as 'We offer comprehensive HR services' says little. A heading that names the employment law issue the visitor is struggling with speaks to them directly. The difference seems small, but determines whether someone keeps reading.

What proof do you need?

You need proof that shows others already trust you: cases, client experiences, reviews, quality marks and partnerships. Saying you are good is less convincing than showing what you have done for others.

Place proof close to the moment of decision. A client experience next to the contact form works better than a separate references page that nobody visits.

How do you make forms that do not put people off?

Forms put people off less if you only ask for what you really need for the first step. Name, email address and a short question are often enough. Every extra field is a moment where someone drops out. Ask the rest in the follow-up conversation.

Also make clear what happens after submitting. When will someone hear back, and from whom? That certainty lowers the threshold. And make sure enquiries land in the right place straight away, for example in your CRM, so nothing is left lying around.

Why do speed and mobile count so heavily?

Speed and mobile count heavily because visitors who have to wait or cannot tap properly leave before they convert. A large share of your visitors arrive via their phone. A form that is awkward to fill in there costs you enquiries. With performance optimisation we bring loading times down without compromising the design.

Why should your team be able to edit the site themselves?

Your team should be able to edit the site themselves because a conversion-focused website is never finished. Testing a new heading, adding a case or setting up a campaign page should be possible without a queue. If every change goes through a developer, little happens. How to set that up safely is explained in our article on managing your own website.

How do you measure whether your website converts?

You measure whether your website converts by setting up the actions that matter as conversions and tracking them per page and channel. Which pages generate enquiries, where do visitors drop out, which sources bring visitors who convert? You can read more about this in our article on website analytics. Figures tell you what is happening. If you want to know why, watch real visitors through a user test.

Where do you start with a conversion-focused website?

Start with an honest check of your current site. Does every important page have a goal? Is the copy about the visitor? Is there proof at the moments of decision? Are the forms short? Does the site load quickly on a phone? And do you measure conversions?

Where the answer is no, your first improvement lies. On our page about marketing websites you can read how we build a website that generates enquiries. Would you like us to take a look with you? Get in touch.