Newsroom HomeBlogsStoriesSoundtrack ProjectNewsroom ArchivesChamber Home Page

7 Ways to Optimize Your Website for Conversions

No matter what industry your business serves, you, more than anyone else, know how you want people to use your website. Maybe you sell products, and your site primarily functions as an online store. Perhaps you are a consultant, and your site is the main way people find out how to get in touch with you.

Ensuring that people take your desired action, or convert, should be the driving force behind what your website looks like, how it operates, and how you promote it. Whether it’s claiming an offer or sending you an email, these important interactions potential customers take on your website are what drive your business. You NEED people to take that one step.

So, why are you making it so hard for them to do it?

Often times, we get so caught up in the aesthetics or capabilities of our website, that we lose track of the number one goal we set for it: to help our business grow. We make it hard for visitors to take the step we want them to take.

So what can we do? How can we encourage conversions?

When it comes to the business of conversions, you’re going to have to wear a few different hats – marketer, designer, and psychologist. Here are a few suggestions on how to get your website or landing page converting like Mike Conley at the free-throw line: 

1. Ensure your call-to-action is the first thing on your page that catches a visitor’s eye. Whether it’s a button, clickable image, or a link, it should stand out on the page. Use font size, color, and style, as well as positioning. People’s eyes will naturally be drawn to something different, larger, or separated from the rest of your page.

2. Limit the choices people have to make. A cluttered site with several buttons, links, and images all competing against each other for attention only dilutes your message. Less can definitely be more.

3. Rethink the copy on your page. But don’t just write copy you think works. Write the copy you think your clients are looking for. This will serve two purposes. First, by inserting important keywords in your copy, you are making it easier for search engines to identify what your site is about. Second, when search engines know what your site is (i.e., what you are selling or providing), it will help potential customers to find you online. And when they find you online and can easily identify the who, what, where, why, and how of your business, that bodes well for a conversion. 

4. Simplify your navigation. Similar to limiting choices on the page, make your website easy to navigate. Grouping your pages together in a logical order, and linking internally where appropriate, will not only limit clutter, but also will make it easier for search engines to index your site – thus helping people get to your desired landing page in the first place.

5. Having a website that is mobile-optimized is vital to your success. A site that does not function on or translate to a smartphone is not only a huge turn-off for potential customers, but also it’s a turn-off to Google – meaning no one will find you. 

6. Be sure your call to action is above the fold. Not sure what “above the fold” means? It’s likely not this section. If you’re reading this point right now, chances are you’ve had to scroll to get here (i.e., go below the fold on the page). On your home page, that is often not something people will do. Ensure your call-to-action and relevant information are above this point on the page. 

7. Test, test, and test again. Change up colors, messaging, positioning, and timing. Use heat maps on your website. Set up Google Analytics on it, and use the information provided to create actionable metrics for optimization. A/B test with different tweaks to copy, layout, imagery, colors, etc. The more you learn about how people are using your site, the easier it will be for you to increase conversions.

While there is no clear-cut path to garnering a 100% conversion rate, focusing on what can be done to maximize your chances is essential to website success.

inferno is an award-winning brand development, advertising, public relations, design and digital marketing firm based in Memphis, Tennessee – You can follow inferno on Twitter (@creativeinferno) and Facebook (

Posted: 4/6/2016 7:30:00 AM | with 0 comments
Filed under: big, business, conversions, ideas, inferno, marketing, online, SBC, seo, small, web, website

Blog post currently doesn't have any comments.
Leave comment Subscribe

= six - nine

Your business may be small, but that doesn't mean that your impact can't be huge! The Greater Memphis Chamber's Small Business Council serves to encourage, support, recognize and be a resource to small- and medium-sized businesses in the Memphis area. Here, our talented panel of contributors will present big ideas that could make a huge difference to your small business. And don't be afraid to ask questions ... no matter how small.

Sales & Small Business Ownership
Voss W. Graham is CEO and Senior Business Advisor for InnerActive Consulting Group Inc. He is known by his clients as "a knowledgeable partner who helps our team achieve business growth." He provides practical experience as a small business owner for over 29 years, yet is often engaged with Fortune 500 companies in the development of their people and business strategies.

Public Relations
Several professionals and strategists from the local Obsidian Public Relations firm provide excellent advice on everything from research to media relations to event planning. They believe that all companies, no matter how big or small the company or its budget, should have a public relations plan driving how they manage their relationships with key stakeholders. Public relations is an integral part of doing business the right way.

Human Resources
Joel Myers is a career Human Resources professional, with over 40 years in the field including 26 years in consulting.

Small Business Advice
Tom Pease is a small business owner of an office equipment dealership called e/Doc Systems, Inc. He has also owned a full-line Kawasaki dealership as well as a document shop. He used 30+ years of experience in owning a business to author two books, including: Going Out of Business by Design: Why 70% of Small Businesses Fail and Small Business Survival 101. He also has published 85 columns in The Memphis Daily News as the Small Business Advisor.

Marketing & Public Relations
Lori Turner-Wilson is CEO and Founder of RedRover Company, a sales development, marketing and PR consulting firm. Lori works with companies large and small, from start-ups to mature organizations, to help them improve the productivity of their sales force and the return on their marketing investment. Lori writes a weekly syndicated column for the Daily News, Memphis News, Nashville Ledger, and Desoto Times, among others, titled “Guerrilla Sales & Marketing,” for which she won a 2011 Summit International Award and 2012 International Communicator Award.

Design and Digital Strategy
Founded in 1999, inferno provides brand development, advertising, public relations, design and digital marketing services to clients across a broad spectrum of industries. Headquartered in Memphis with a satellite office in Kalamazoo, Michigan, the award-winning firm produces results-driven work by passionately combining strategic thinking, creativity and culture to ensure the success of its clients. For more information, visit

Labor & Employment Law
Fisher Phillips attorneys are ready to help you take a stand: in court, with employees and unions, or with competitors. Fisher Phillips has the experience and resolve to back you up. That's why some of the savviest employers come to the firm to handle their toughest labor and employment cases. The firm has 350 attorneys in 32 offices, including Memphis. For more information, visit

Since its founding in 2005, Paragon Bank has maintained a solid focus on the community and customer service. For more than 10 years, Paragon has delivered innovative products and financial expertise, convenience, and a deep understanding of what both businesses and individuals need from a ban, in order to provide solutions that make a difference. In the areas of business or personal banking, lending options or wealth management, Paragon delivers cutting edge technology, an experienced team and the most service-oriented staff of any community bank.