The purpose of a business website is to encourage visitors to fulfil an intended action. This means that from the moment they click onto the site, you will want them to become a customer and there are a number of ways you can increase this chance.

The site’s function

You should start by considering what you want your site to do. If your site is for e-commerce, you will want them to make a purchase, while for a physical store or a business like a restaurant, you will want them to come to your business in the future. With a website for a service, such as a plumber, you will want them to make a booking, either on the site or by picking up the phone.

The homepage

You will want to insert conversion into your entire site and this starts with the homepage. This needs to be compelling enough to keep the attention of visitors and should include a convincing call to action. A good web designer should be able to design conversion tactics into your homepage, so it is worth enlisting professional help when designing your website. An internet search will tell you what is in your area. So, in Surrey, search for web design Surrey, to see results such as Akiko Design. If you already have a site, ask a friend or family member you trust to be impartial to see how convincing they find your homepage.

Calls to action

There should be a call to action on every page. Nobody should have to navigate back to the homepage to make a purchase. The call to action does not need to dominate, but must be easily visible and clearly understood.

Other content

While eventually you want visitors to convert to a sale, think about how other content can draw traffic to your site. Other content can include infographics and blog posts that are not directly promotional. Content like case studies and reviews can also be included as well as the more direct content that results in a sale.