Website Conversion Basics: Turn More Visitors Into Customers

One clear job per page

Every page should have exactly one thing you want the visitor to do. Book a call. Buy the product. Download the guide. Get the quote. When a page has five equally-weighted buttons, visitors do none of them.

The hierarchy of your buttons should scream what the priority action is. One big, contrasting primary button. Everything else muted.

Above the fold decides everything

Users decide in about 3 seconds whether to stay. The top of your page needs to answer three questions immediately: what do you do, who's it for, and what should I do next. If any of those are unclear, they've gone.

Speed is a conversion feature

A one-second delay in page load drops conversion by around 7%. Three seconds and you've lost half your mobile visitors. Compress images (WebP or AVIF), lazy-load anything below the fold, and delete every tracking script you're not actively using.

Trust signals people actually read

• Real customer photos and full-name testimonials (initials feel fake)
• Number of jobs done / years trading / clients served
• Recognisable logos of clients or press mentions
• Google reviews embedded live (not screenshots)
• A real address and a landline number, not just a mobile

Reduce form friction

Every field you add drops conversion. Ask for name, email and the one thing you truly need. Everything else — company size, budget, how they heard about you — can come in the follow-up conversation.