Getting traffic to your site is just the first step
By Adam Mohrbacher
In marketing, we talk a lot about putting together collateral and optimizing for different channels. These are undeniably important marketing activities, as they bring potential customers to your agency’s website. Yet equally important are the steps you take to prepare your website for their arrival. After all, you don’t bring customers to your website just for the fun of it. You want them to take specific action, usually conversion. Here’s how you can go about tailoring your site to best facilitate that goal.
The simpler, the better
The first way you can start tweaking your site for more conversions is by simplifying the overall experience for your potential customers. Prospects should never need to click more than one to three times to find what they need. Using simple layouts and a clean, crisp design can go a long way here toward creating strong customer journeys.
Clear and consistent CTAs
Unsurprisingly, another great way to start getting more conversions is to spell out what you want your web visitors to do by utilizing clear, consistent and obvious calls to action (CTAs). Always place them above the fold to ensure maximum visibility and utilize distinctive colors or shapes to draw contrast and capture attention. Don’t just do this once either. Repeat your strategic CTAs where appropriate throughout your site.
Creating trust and credibility
The buyer’s journey can be broken down into three distinct stages: Attention, Consideration and Conversion. When you get people to navigate to your website, you have already satisfied the attention stage. You must next guide them through the consideration stage by bolstering your agency’s trust and credibility. Strategically utilizing testimonials, case studies, customer success stories and more on your site can help seal the deal and convince prospects that you’re the best option to meet their needs.
Ensure mobile optimization
In 2025, the average user spent more than 4.5 hours per day on a smartphone.[i] The one conclusion to draw from that is that buyers are likely going to be visiting your website via their mobile devices. These folks will expect just as high-quality an experience as desktop or laptop users. If your site doesn’t play well with their device’s specifications, it will reflect poorly on your brand, and they will be less inclined to convert.
Create conversion-optimized forms
When you optimize your site for conversions, don’t forget to improve the final step: the lead conversion form. Keep the form short, simple and to the point. Use progress indicators if necessary. And be sure to write a short, succinct and automated follow-up message that will convey next steps to your prospects.
At the end of the day
At the end of the day, your website can be the make-it, break-it moment for your marketing campaigns. By optimizing it effectively, you’ll be in a better position to turn curious prospects into cleints. All that this requires is taking a few simple, shrewd steps to remove friction and improve user experience. These ideas can make all the difference and ensure you bring your next great campaign over the finish line.
