One of the greatest challenges of search engine marketing is converting visitors into paying customers. Here are some tips on how to optimize your website in order to increase conversions.


Depending on your ad copy, your potential customers will have a preset expectation upon arrival. It’s important to set expectations in ad copy and then meet this expectation in the landing page to help reduce bounce rates. Here are some simple ways to relay relevance to your audience.

  • Use images to reinforce relevance as the image is likely to be one of the first things that catches the eye in the critical two seconds that follow the page load. Be sure to apply action captions that also use relevant text.
  • Use keywords in scannable content portions.
  • Domain relevancy is shockingly important. We’ve found through domain split testing that keyword relevant brands can increase conversion rates upwards of 4x.


This is one of the most overlooked factors that can have a dramatic impact on conversion rates. Users are habituated to search for genuine trust signals that help them judge the credibility of a page and, to a certain extent, the brand.

A website’s ability to quickly create confidence means more conversions and a shorter buy cycle. Remember, skepticism and a lack of information are the primary catalysts for comparison shopping. Try to:

  • Include reputable third-party badges, certifications, or awards.
  • Use trust-inducing language in calls to action, such as “check out using secure server” and be sure to include small privacy protection disclosures below information requests.
  • Include reputable and verifiable testimonials. Anonymous testimonials reek of insincerity and are likely to trigger alarm bells. Video content that relies on user testimonial can be surprisingly effective.
  • Create a design that has depth and detail. A detail-focused landing page communicates that the brand is strong, reliable, and reputable. Also, expensive-looking design does not always have to be expensive with a solid outsourcing strategy and clear vision.

Have a Call-To-Action on Every Page

You should have a separate call-to-action on every page. You don’t want to miss an opportunity to turn a visitor into a customer of yours. Not every call-to-action must be about buying something. At the end of a post, you can ask visitors to share your post on social media, which will bring you more exposure. You can ask them to comment on your post, which helps for SEO. Be creative! Try creating a call-to-action that fits with the blog post it is on.

Have a Site-Wide Call-To-Action

Another way to optimize any page that someone may visit is by having a call-to-action that shows up across your entire site. This can be a banner or advertisement in the sidebar, header, or footer of your website. It can also be a pop-up that contains an offer or an invite to a mailing list. Keep tweaking your site-wide ad until you get one that brings in the most business.

Pick Your Pop-Ups Wisely

Nobody wants to enter a website with the intention of gaining information only to suddenly be blocked by an annoying pop-up. When choosing your pop-up, try one or more of the following tactics: Get a pop-up that displays a countdown until when it will automatically close, delay the pop-up for 20-30 seconds after your visitor enters your site, or make a pop-up that is as unobtrusive as possible.

For more help, please contact us.