Blog to Help With Your Digital Marketing

SEO Brings Them In, But Your Website Seals The Deal (How Website Words, Design, and CTAs Increase Conversions)

SEO (Search Engine Optimization) is an essential aspect of driving traffic to a website, but it’s not the only one. While getting visitors to your site is crucial, converting those visitors into clients is equally important.

A well-optimized website with good SEO practices and keywords will help your website rank higher in search engine results pages (SERPs), making it easier for potential clients to find your website. However, once they get there, the website’s design, content, and call to actions will determine whether they stay and eventually become clients.

Website design, content, and call to actions are essential for increasing conversions (converting visitors to clients).

Good Website Design Creates a Positive First Impression

The design of your website is the first thing visitors notice when they land on your website. It’s essential to make a good first impression to keep visitors engaged and interested in what you have to offer. A well-designed website is visually appealing, easy to navigate, and user-friendly. A positive user experience will keep visitors on your site longer and increase the likelihood of them becoming clients.

Client-first Copy Focuses on Solving Their Problems

Another critical aspect of converting visitors to clients is by using client-first copy throughout your website. This means putting the focus on the client’s needs and desires, rather than the business’s. Instead of using “we” or “I” language, focus on the problems your clients face and how your business can solve them. Speak directly to your clients by using “you” language, which will make them feel seen and heard.

By understanding your clients’ pain points and speaking directly to them, you can create content that resonates and provides solutions to their problems. This approach not only helps convert visitors to clients, but it also helps build long-term relationships with them. By positioning your business as a problem solver, you can establish trust and credibility, and ultimately drive more conversions.

Tip: Take a screen capture of a page on your website. Underline (in red) all the times you use “we”, “we’ll” “I”, “Us”, “Our”, “let’s”, any variant on company name, any team mentioned, any company person listed, year company founded, and anything else that is all about you. Now, underline (in green) any “you” “your” “you’re”. You should have far more green than red; if not, there is a negative imbalance. Try rewording, reworking, rewriting, and rearranging the words throughout your site to put the client first. Show potential clients you understand their pain points, and solving them is what you do best.

  • Before: “We Provide the best service in town”
    • try saying ” You’ll get the best service in town with us.”
  • Before: ” We specialize in creating digital ads and websites that help our clients”
    • try saying “Get the results you need with a customized digital marketing strategy.”

Each of these statements shifts the focus to the client’s needs and goals, while still emphasizing the expertise and skills of the business. By framing the relationship as a partnership focused on achieving the client’s objectives, these statements can help to build trust and rapport with potential clients – and ultimately increase your conversions (number of website visitors that became clients).

Relevant & Engaging Content Builds Trust and Credibility

Once visitors are on your site, the content will keep them engaged and interested. High-quality, relevant, and engaging content will help build trust and credibility with your audience. Your content should answer their questions, provide valuable information, and offer solutions to their problems. By doing so, visitors will see you as an authority in your industry and be more likely to become clients.

How is Your Headline Compelling the Reader?

The headline is the first thing visitors see when they land on your webpage. It should be clear, attention-grabbing, and relevant to the content on the page.

Look through your website. Look at each page & post headline. Try to improve your headlines to help increase your conversions.

Are Your Subheadings Informative?

Subheadings break up the content and make it easier to read. They should be descriptive and highlight the key points of the content.


Visuals such as images, videos, and infographics can help break up the content and make it more engaging. They should be relevant to the content on the page and help illustrate key points.

Stock images are ok, but please avoid the ones with cheesy smiles; and absolutely do not use the ones your competition are already using.

Custom images are way better than cheesy stock images that everyone else uses. They show that you are a real person in a real business – they increase trust.

Tip: You probably can’t afford the time and resources to change all the photos on your website to custom images; so start by changing out your main photos.

  • home page: hero image (that’s the 1st image on the top of your home page)
  • service pages: the main image for each of your service pages
  • contact page: an image of you (be sure to smile) – after all, people want to contact a friendly human

Paragraphs Justified

Are your paragraphs justified left (instead of centered)? Justified left text is easier to read and scan quickly, improves readability and comprehension.

Think about how we learned to read books – from one side of the page to the other side, then to the next line. It’s what our brains were taught since before we even started school.

When text is centered, each line has a different length, which can make it harder for the reader to follow along. Centered text can also be more challenging to scan quickly, as the reader’s eye has to search for the beginning of each line.

It’s essential for paragraphs to be justified left, rather than centered, because it makes the text easier to read. This helps to improve readability and comprehension, making it more likely that the reader will stay engaged with your content.

Call To Actions (CTAs) Guide Visitors Towards Conversion

A call to action is a statement or button that prompts visitors to take a specific action, such as making a purchase, subscribing to a newsletter, or filling out a contact form. CTAs are crucial because they guide visitors towards conversion. It’s essential to have clear and visible CTAs that are relevant to your business goals. Effective CTAs will encourage visitors to take action and become clients.

CTAs prompt visitors to take action, such as making a purchase, filling out a contact form, or subscribing to a newsletter. They should be clear, visible, and relevant to the content on the page. To increase conversions, CTAs shouldn’t be generic. Instead, incorporate your brand’s personality, the benefits the reader will get, or a teaser.

  • before: “sign up for our newsletter.” after: “101 incredible ways to use lemons around your house.”
  • before: “contact us” after: “let’s chat about making your house a home”

TIP: What CTAs is your competition using? If you want to differentiate yourself from them, use something different. Brainstorm your call to actions. Make a list, narrow them down, and implement the ones that will resonate with your readers.


Testimonials from satisfied clients can help build trust and credibility with visitors. They should be prominently displayed on the page and highlight the benefits of your product or service.


The navigation should be easy to use and intuitive. Visitors should be able to find what they’re looking for quickly and easily.

Accurate Information

As your business grows and evolves, it’s easy for outdated or incorrect information to remain on your website. This can lead to confusion and frustration for visitors, ultimately resulting in lost leads or sales.

A website audit can help identify and correct these inaccuracies, ensuring that all information on your website is up-to-date and accurate.

Internal Links

Internal links throughout a website can be important in driving conversions. Here are a few reasons why:

  • Improved Navigation
  • Increased Time on Site
  • Better Search Engine Rankings
  • Highlighting Related Products or Services

By strategically incorporating internal links into your website, you can create a user-friendly experience that encourages visitors to convert.

Mobile Optimization

With more and more people using mobile devices to browse the web, it’s essential to have a webpage that is optimized for mobile. The page should be easy to navigate on a smaller screen and load quickly.

Tip: Visit your own mobile site on your phone. Did it load quickly? Is the menu easy to find? Are the words running off the page? Is there enough breathing room throughout each page? Is the footer too big and should be different from the desktop version of your website?

Tip: Auditing your website performance is a must. There are tools that can help you monitor the performance of both mobile and desktop versions.

Improving Website to Increase Conversions

While SEO is essential for driving traffic to your website, it’s not the only factor that contributes to converting visitors to clients. A well-designed website with relevant and engaging content and effective call to actions will keep visitors engaged, build trust and credibility, and guide them towards conversion. By prioritizing these aspects of your website, you’ll be able to turn more visitors into clients and grow your business.

Tip: A well-executed competitive strategy can help ensure long-term success. Analyze your competition and identify areas where they excel and where they fall short, you can create a unique value proposition and develop a plan to deliver it effectively. If you don’t know where to start with a marketing strategy, don’t be overwhelmed, you can develop your marketing strategy.

Tip: Audit your website. Finding ways to improve your website will help increase your conversions.

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Hello, I’m Maryann (SEO Specialist & Digital Marketing Strategist).

Located in Smyrna, GA, serving clients worldwide.