When planning your company’s internet marketing strategies, getting higher conversion rates is the ultimate goal. After all, simply boosting your conversion rates by 50% can results in a 500% increase in profits!

Fortunately, improving your conversion rates to boost your business’ profitability doesn’t have to be difficult.

7 Simple Website Changes to Convert Visitors into Leads

1.    Eliminate any jargon from your website copy

There’s no doubt about it – if you use meaningless marketing jargon or overly technical language that your audience doesn’t understand, you’re going to lose readers.

Instead of confusing or frustrating readers with fancy words, be clear and simply state the benefits of your products/services.

Remember, you’re writing for people, and those people need to understand the value of what you’re offering right away.

Here are a few examples of cringeworthy words/phrases that should be removed from your copy:

  • Cutting-edge
  • First-rate
  • Best-in-class
  • Revolutionary
  • Leverage (“use” is a better alternative)

You should also avoid making unproven claims, like saying that you provide “excellent customer service.” If you really do provide excellent customer service, don’t just tell people – show them by offering case studies, statistics, or guarantees. Backing up your claims with hard data is much more effective than using complex language in an attempt to make your business sound reputable.

And make sure you keep all of your copy – from your headlines to your blog posts – focused on meeting your target audience’s needs.

2.    Build trust with your visitors by adding testimonials

Imagine that you’re taking your family out to a new restaurant. You haven’t decided where you want to go yet, but you want to make sure it’s somewhere good.

What’s your next move?

If you’re like most people, you’re probably going to look up a few local restaurants online and check out their reviews/ratings.

Why? Because social proof matters.


You want to make sure other people who have visited the restaurants you’re considering had a good experience. The more positive reviews you see, the more you trust that a restaurant is worth visiting!

People have the same attitude when it comes to your business – they’re looking for reasons to trust you, like client testimonials. So, whenever you work with a client and they have a good experience, ask them if they’d be willing to write a sentence or two for you to use as a testimonial on your company website. It’ll help show the people who visit your site that you’re worth working with.


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Tip: If you can put a client’s picture next to their testimonial or record a video of the client giving a testimonial, you’ll build even more trust.

3.    Focus on benefits – not features

Features are worth mentioning, but the benefits of your products/services should always be the main focus. Benefits show potential customers the value of what you’re selling.

For example, if you were selling a furnished home, one included feature you might tell potential buyers about is black-out curtains. But, the benefits (better sleep and lower energy costs) of those black-out curtains are what you’d really want to advertise.

Showing the benefits instead of simply stating a feature presents a much more compelling argument for making a purchase. So, when you talk about the features of your product, add some copy explaining the benefits too.

4.    Make sure your call-to-action buttons stand out

If your visitors have to search for longer than a few seconds to find your call-to-action buttons, you’re doing something wrong. They should notice these buttons from the moment they’re within view on your site – otherwise, you could be missing out on easy sales from willing buyers!


Here are a couple best practices to create eye-catching call-to-action buttons:

  • Uniformity – If you own an eCommerce website, every “Buy” button on every product page should look the same and be in the same location. That way, potential buyers know exactly where to look when they’re ready to make a purchase.
  • Color – Make sure the color of your button stands out from the rest of your site without completely clashing with the color scheme.
  • Space – Don’t put your button in an area of your website that looks cluttered. Instead, try to use white space to give the button room to stand out.

Once you’ve chosen a button style, perform A/B tests with different buttons to see what works best – you might be surprised to learn what attracts your audience the most.

5.    Address pain points

Good copy shows readers the value of what you’re selling and makes them feel like they can’t live without it. To write copy like this, you have to address customer pain points and show how your product alleviates that pain so that buying it is a no-brainer.

When you think about it, people aren’t really buying what you’re selling – they’re buying the results that they think they’ll get from the purchase. So, write copy that speaks directly to how you’ll help your customer get the results they’re after.

Tip: For extra effectiveness, use the Problem-Agitate-Solve formula.

6.    Create a human connection on your About Us page

Too many businesses use their “About Us” page to advertise their products/services, leaving the reader feeling like they’ve just been conned by a sleazy salesman.

What you should be doing instead is building trust by offering genuine information about yourself and your employees. The key here is to come across as relatable and appeal to your target audience, not to sell them something (save that for your landing pages!).

For best results, include pictures of your team and fun facts about them.

Don’t get me wrong – you can still mention information about your company and include a contact form. Just make sure the page is generally more focused on building a relationship by telling your brand’s story than it is about closing a sale.

7.    Update your blogging strategy

If you haven’t been getting the results you want from your blogging efforts, it might be time to revisit your blogging strategy and make some improvements. Your blog posts should:

  • Answer the questions that your target audience is asking
  • Showcase your brand in a unique voice
  • Include a call-to-action or easy access to a contact form
  • Be easily shareable on social networks

Remember, your blog exists to educate and build relationships with members of your target audience. If you aren’t doing those things, you can’t expect to engage your readers and convert them to leads.

Don’t wait to update your internet marketing strategy – start making these changes now.

Every day you wait to improve your conversion rates is a day you could be missing out on sales, so act fast.

If you’re looking for an internet marketing services team to help you optimize your website for higher conversion rates, we can help.  Contact us today by reaching out online or calling 410-560-7185.


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