Conversion Optimization Part 1 – Website Visitors Into Customers

the science and art of conversion optimization - part 1That’s the real question isn’t it?  What good is a website or even traffic to your website if once they get there they don’t buy something or at a minimum, request more information from you about the product or service you offer (otherwise known as a “conversion”).  As a small business, there is nothing as important as making sales.  You have to think about those sales, strategize for more sales and constantly test for improvement on your complete sales cycle and processes every minute of every day, if you hope to succeed.

Why would your website be any different?

Contrary to popular belief, your website does not have to be just another extension of your letterhead or business card.   It can in fact be a revenue generating machine!  Given the correct tools, processes and promotion efforts, your website can literally transform your business and catapult you to the next level, in fact, not only to the next level but to the TOP of your market if properly planned and executed and with an unwavering commitment to success.

Welcome to Part 1 of a 5 part series on website conversion optimization techniques.

In this post we are going to cover “Trust”.  Building trust with your visitors is paramount.  If they don’t trust you from the moment they open your home page you have lost a potential customer.  So how do you build trust?  Great question and I’m glad you asked.  Let’s take a look at 3 key issues that build instant trust when someone visits your website.

  • Please have an “Updated Website” – Let’s face it, if you’re trolling along in a 1990’s or early 2000’s website you are losing business.  Websites need to be update/replaced every 2-4 years.  Yes, that’s right…every 2 to 4 years!  Some quick design points –
    • Keep the design simple, clean and product/service related
    • Use a good modern color scheme that instills trust and confidence – there are plenty of color studies/websites out there.  Spend some time on them studying the best color palette to match your business
    • Use images, graphics that tell a story about your products and services and avoid stock images as much as possible
    • Minimize industry jargon and technical mumbo jumbo.  Explain your company like you were explaining it for the first time to potential customer who does not even know he or she needs your business yet
    • Stay abreast of the latest design trends, what your competition is doing, what your vendors are doing with their websites and emulate and build on the best sites you can find.  Please don’t take that as you should “copy” what they are doing.  I mean to say that you should “steal” them instead.  If you are thoroughly confused or questioning my morals at this point, watch this short video to see what I mean by that:


  • Whenever possible use your own picture on your website home page with a meaningful, powerful quote about the value your business offers.  Stock photos are okay, but nothing builds trust like a good picture or better yet video of the business owner(s) on the home page smiling and telling a story.  It is hands down one of the best conversion tools out there.  There are countless news articles, blog articles and conversion whitepapers you can read about images on the home page that verify this.  A quick Google search will yield a treasure trove of data on the subject.  In the picture, be sure to be yourself!  Dress how you normally dress and smile like you normally smile.  Faking it won’t cut it here and will be seen right through.  Again…BE YOURSELF!
  • Lastly…build instant trust with references.  These can be in the form of industry associations, the Better Business Bureau, customer and vendor references, Chamber of Commerce, etc.  Wherever you can you should share who you have worked for (company logos work well), testimonials (quotes & videos) and bullet points.  These send a powerful message that someone before the current visitor has trusted you enough to hire you.  Don’t underestimate the power of this technique for conversion optimization. 

If you found this article helpful and you enjoyed it, please take a minute and share it through any of the social media share buttons located throughout the site.  We love our social media friends and the shares we get and we certainly will return the favor when and where possible.  You can also comment in the comments section below and regular commenters receive “Do-Follow” link status to help you with your SEO program! offers a full range of Internet Marketing services including Affordable SEO Services, PPC Management, Social Media, Inbound Marketing, Affiliate Marketing and more.  Contact us through, Twitter, Facebook and our Organic SEO Blog to learn more about Organic Search Engine Optimization and even request a FREE SEO Website Analysis.


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  1. michael knor

    Thank you for your exciting post. I have been looking for these types of articles for a very long time. Thank you.

  2. William Fhetter

    Great article Michael! Can’t wait to read the rest in the series.

    Do you use any specific A/B testing tools? If so, which one?

    • Hi William – Thanks for reading and the comment!

      We’ll get to A/B testing in a future Part in this series…stayed tuned for detailed info on how we build, test and optimize landing pages for maximum conversions!

  3. Great blog! Is your theme custom made or did you download it from somewhere? A theme like yours with a few simple tweeks would really make my blog jump out. Please let me know where you got your theme. Many thanks – Red Bottom

  4. Pretty! This was an incredibly wonderful article. Many thanks
    for supplying these details.
    Lynda recently posted..LyndaMy Profile

  5. Mike,
    Good article and looking forward to the rest of the series. I can’t tell you how many clients I have talked to totally not understand the effects color selections can have on a person’s mood when on their site. Some terrible colors get put up because of it.

    • Hi Harold – Thanks for reading and the comment!

      P.S. – Could not agree more about BAD color schemes!

  6. quibids bid tracker

    I can see that you are an expert at your field! I am launching a website soon, and your info are going to be quite intriguing for me.. Thanks for all your help and wishing you all the success.

  7. Soraya

    very good tips and rather easy to implement. It helps me a lot!


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