Plenty of businesses have a website they're quietly disappointed by. It looks fine, it cost a fair bit, and it brings in almost nothing. The difference between a site that converts and one that doesn't usually comes down to a handful of things.
Say what you do in seconds
A visitor decides whether to stay in the first few seconds. If your homepage doesn't instantly make clear what you do and who it's for, they're gone. Clever taglines lose to clear ones every time.
Make the next step obvious
Every page should point to one clear action: book a call, get a quote, send an enquiry. If someone has to hunt for how to contact you, most won't bother. Put the next step in front of them, more than once.
Be fast, especially on mobile
Most people visit on their phone. If your site is slow or awkward on mobile, you're losing enquiries you'll never even know about. Speed and simplicity beat clever effects.
Earn trust on the page
- Real photos of your work, not stock
- Testimonials from named, real customers
- Clear pricing or at least a clear process
- An easy, obvious way to get in touch
A pretty website that nobody enquires through is just an expensive brochure.
Your website is often the first proper impression you make. Built right, it works for you around the clock, turning quiet interest into real enquiries.
Written by
The Guardians Digital team