Build a Website That Converts
The CRO techniques that turn your site into a lead machine. Psychology, design, copywriting and optimisation to maximise your conversions.
The steps to follow
Understand the psychology of conversion
Conversion rests on well-established psychological principles. Reciprocity: give something of value for free (a guide, a consultation, a tool) before you ask for anything in return. Social proof: testimonials, reviews and numbers reassure undecided visitors. Urgency and scarcity: offers limited by time or by quantity push people to act. Authority: recognisable client logos, certifications and credentials build credibility. Consistency: a visitor who has taken one small step, a click or a scroll, is more likely to take the next. Understand your visitor's emotional journey: they arrive with a problem, discover your solution, weigh up your credibility, then act.
Sharpen your value proposition
Your value proposition should be obvious the moment someone lands on your site. Within five seconds a visitor should understand what you do, who you do it for and why you are different. Put it in one simple sentence: “We help [audience] to [result] through [your method]”. Set it in large type in your hero section with a subheading that spells out the benefits. Avoid technical jargon and empty phrases such as “innovative solution” or “unique approach”. Use your clients' own language: the words they use to describe their problem. Test several versions of your value proposition with A/B tests to find the one that resonates.
Structure the conversion journey
Every page on your site should steer the visitor towards one specific action. Map a clear conversion path: entry page, detail page, conversion page. Remove friction at each step: fewer form fields, fewer clicks to the goal, fewer visual distractions. Put your main call to action above the fold and repeat it after every convincing section. Use micro-conversions to engage people gradually: download a guide before requesting a quote. Build specific landing pages for each traffic source: one page for Google Ads, another for social media. Remove the links and navigation items that lead people away from the conversion path.
Write copy that drives action
Copywriting is the art of selling with words. Open each page with your client's problem, not with your solution. Use the PAS structure: Problem (name the pain), Agitation (show the consequences), Solution (present your offer). Write headlines that promise a concrete benefit, not a feature. “Double your online sales” rather than “Advanced e-commerce solution”. Use bullet points for lists of benefits: they are easier to read and more convincing. Back up every claim with proof: figures, testimonials, case studies. Make your buttons specific and benefit-led: “Get your free quote” rather than “Submit”. Create a natural sense of urgency without being pushy.
Design for conversion
Design has a direct effect on your conversion rate. Use a clear visual hierarchy: the important elements are the biggest and the most visible. Your button needs a colour that contrasts strongly with the rest of the page. Use arrows, eyelines and leading lines to guide the eye towards it. White space improves readability and reduces mental load. Warm colours (orange, red) create urgency; cool colours (blue, green) create trust. Use photos of real people rather than generic illustrations to make your site feel human. Keep the type big enough: 16px minimum for body text. On mobile, buttons should be at least 44x44 pixels so they are easy to tap.
Measure and keep improving
Conversion optimisation is a loop that never ends. Install Google Analytics 4 with your conversion goals configured. Use heatmaps (Hotjar, Microsoft Clarity) to see how visitors really behave. Find the pages with a high bounce rate and a low conversion rate: those are your priorities. Run A/B tests on one element at a time: headline, button, colour, image, form. Wait for a statistically meaningful volume before you conclude, at least 100 conversions per variant. Record every test and its result so you build up a body of knowledge. Start with the pages that get the most traffic, for the biggest impact. Aim for a 10 to 20% improvement each quarter.
Use remarketing and email
97% of visitors do not convert on their first visit. Remarketing lets you reach them again with targeted ads on Google and on social media. Install the Meta pixel and the Google Ads tag to build your remarketing audiences. Segment those audiences: people who viewed the pricing page, people who abandoned a form, blog readers. Offer a lead magnet (ebook, checklist, free consultation) in exchange for an email address to build your list. Send an automated email sequence that educates, reassures and prompts action. Personalise those emails according to what the visitor did on your site. Remarketing combined with email marketing can double or triple your overall conversion rate.
Our advice
Keep your forms as short as possible: every extra field cuts completion by around 10%.
Put client testimonials next to your contact forms. They reassure people at the moment of decision.
Test one element at a time in your A/B tests so you know exactly what improved your conversions.
Frequently asked questions
What is a good conversion rate for a website?
The average conversion rate is 2 to 3%. A well-optimised site reaches 5 to 10%. Our ConvertiLab sites aim for a minimum of 5% thanks to our CRO method.
How much does conversion optimisation cost?
CRO is built into the way we design every site. For an existing site, a CRO audit with recommendations starts at 490€.
Which tools should I use to measure conversions?
Google Analytics 4 for the numbers, Hotjar or Microsoft Clarity for qualitative heatmaps, and Google Optimize or VWO for A/B testing.
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