How to Build a Website That Converts

July 26, 2017

If you’re in the business of marketing (or in business in general), you should be aware of the power of a well-built website. A great website can function as an always-on portal to your services or a 24-hour advertisement if it’s built the right way. However, the real power of a website lies in its ability to convert your visitors to customers.

Most companies achieve an average of 2.5% in conversions and while this is good, a few tweaks to your website can take you from good to great.

Learn more about our Website Development services.

Website conversion optimisation is not as complicated as it sounds. Essentially, conversion is about getting the people that visit your website to take an action you want them to, such as signing up to your mailing list or making a purchase.

Remember, improving your conversion will depend on your product, service, website development companies, Johannesburg South Africa'>website design and the type of people visiting your site. This means you’ll need to gather some data about these things before you begin ironing out the areas that need improvement.

Once you’ve gathered your data, go through your site and make sure you’ve checked all the boxes below to improve your conversions.

1. Build a great website foundation

Improving website conversion starts by knowing what your customers want. Once you are confident that you know exactly what they are looking for, start by making sure your website has a great foundation.

How is your website built? Does it take longer than 9 seconds to load? Do first-time visitors know exactly what you’re offering and where to go if they want to buy it? How your website is built can have a huge impact on your conversion rate.

Almost 40% of visitors will stop engaging if a site takes too long to load so make sure you don’t have any unnecessary junk cluttering up your landing pages. Fine tune your website by asking yourself “what information would a customer want when coming to this site?” and build your design based on these needs. In addition, make your design responsive so all devices can access it.

2. Drive users toward your goal

Effective design, text and strategically placed calls-to-action can help make sure your users are doing exactly what you want them to do on your website.

65% of smartphone users browsing the web are looking for the most relevant information regardless of the company providing it. Does your website allow visitors to get the information they need when they need it? Help them out by having a cohesive design that’s in line with your brand’s identity and a clear message that’s easily identifiable in your content. Also, ensure your calls-to-action elicit a response by using action-packed words that reflect a benefit if they decide to sign-up – “Get your free trial” sounds better than “Submit” wouldn’t you say?

3. Make it SEO inclusive

Search Engine Optimisation doesn’t just apply to the content you’re writing but to the pages on your website too.

You should pay attention to and optimise everything from your title tags to your URL’s. It doesn’t help to have a product that people are looking for if they never find you when searching for it online. 48% of people start their research with search engines so you should make sure your site is optimised for this.

Improving your on-page SEO will help advance your rank in search which can boost the chances of traffic coming to your website. Don’t stop there though, make sure the information presented on your website follows a logical flow so that you make the most of the traffic you’ve worked so hard to get to your site.

4. Build your mailing list

Sometimes people need a bit more time to decide on whether they want to buy a product or not. Use this to your advantage by building a database of potential future customers.

You already know your visitors are somewhat interested in your product since they’ve taken the time to browse your website. You can try sealing the deal by making an actionable offer through a push notification or exit intent pop-up. Alternatively, use these notifications and pop-ups to get your potential customers to sign up for your mailing list and market directly to their inbox.

5. Short forms and testimonials

Building on the previous point, you’re likely to get more people trusting and trying your product if they can see how well it’s doing according to the people that have bought and tried it for themselves. Did you know almost 90% of people trust online reviews written by other consumers as much as personal recommendations?

Using testimonials on your website is an effective way to get people to trust the product or service you are selling. Be sure to highlight the ones that are specific and relatable. This will help build a great reputation for your brand which you can wear as a badge of honour on your website.

If customers are ready to sign up for what you’re offering, make sure your form isn’t what drives them away. Keep your sign-up form short and to the point. Only ask for information that is relevant to the customers need in relation to your product. All the other bits and pieces can be filled in at a later stage, but you must make sure they give you what you need to contact them first.


Website conversion ultimately involves a clever mix of psychology, design and content. If implemented properly, the benefits could be exponential. Remember, no matter how slick your website design, there is always room to improve your website conversions. Be sure to analyse your current website data to see where you can implement the above tips and make the most of your website traffic today.