Websites That Convert: Getting It Right

Marketing From X 2 Z: Digital marketing strategy and tips to help you grow your small business

Websites don’t convert because they’re pretty—they convert because they’re clear and customer-focused. In this conversation, Mike (Gen X, branding/web) and Liz (Gen Z, social strategist) dig into what actually moves a visitor to act: messaging, structure, and simple changes that remove friction.

You’ll learn

• Make it about the customer: lead with problems solved, outcomes, and “what’s in it for me,” not a bio dump.
• Clarity wins: say exactly what you do and how to get it—avoid the “curse of knowledge.”
• Content vs. design: strong copy is the engine; good design supports attention, trust, and flow.
• Speed + UX matter: balance visuals with page speed and a clean path to action (especially for ad landing pages).
• Reviews that work: showcase third-party testimonials for credibility; a Google reviews feed can help.
• FAQs that convert: answer real buyer questions on product/service pages (and let SEO be a bonus).
• About page, rethought: second-most visited page; use it for alignment—values, team, proof, process.
• Case study thinking: show transformation and make long journeys (multi-step forms, e-comm) pleasant.
• Measure and improve: watch analytics/search data and real-world feedback; keep the site “living.”

Quick wins you can do this week

• Pick one primary CTA (call, book, buy, contact) and make it the default button across key pages.
• Add 5 FAQs to your top service/product page—short questions, clear answers.
• Run a page speed check on your homepage and main landing page; compress oversized images.
• Update your About page for alignment: who you help, how you work, proof (accreditations, a standout testimonial).
• Read your homepage out loud—can a first-time visitor tell what you do in 10 seconds? If not, simplify.
• Open Search Console/analytics to see which pages and queries bring traffic; refine those pages first.