We know that making any type of change to your website can be daunting. But what if we told you that making even slight changes could garner massive results? And these results could optimize much more than you think. We’re talking about the jam-packed term: conversion rate optimization (CRO).

According to HubSpot, conversion rate optimization is the process of enabling people to take an action when they visit a website, later converting them into a lead before they click out of a site window. 

Even with CRO as an option to improve results, only 22% of businesses are satisfied with their conversion rates. This means there is a huge opportunity for today’s brands to improve their optimization efforts for improved outcomes.

To help you get there, we’ve compiled three ways to effectively optimize your website for conversions.

Identify the Right Keywords

A top rank on Google is vital to the success of your business. In order to achieve high visibility on search, you need to leverage keywords that your audiences are typing into search. This means using the right keywords is vital to attracting web users to your site.

To achieve this, find keywords that resonate well with your audience and weave them throughout your website. For example, an automotive brand might use terms like mechanic, auto, and vehicle as a baseline to embed into the website. By doing so, search engines will recognize that your website holds these keywords and the Google algorithm will place your website at the top of search engines – increasing your visibility and leading users to your site. 

Since 75% of people never scroll past the first page of Google, you need to optimize your website copy to ensure your users click on your website – not your competitor’s.

Create More Opportunities for Lead Generation

Lead generation is no easy task, but through strategic positioning of website elements, you’ll turn your website into a lead generation machine.

Lead Gen

One way to convert visitors to leads on your website is to create more landing pages. Companies with more than 30 landing pages generate seven times more leads than those with less than five landing pages. This means more landing pages will result in greater traffic to your site, in turn increasing the number of leads generated. 

With more landing pages, there is a greater opportunity to create more unique CTAs. Website visitors can click on these call-to-action buttons directly, converting them into a lead. You can also leverage surveys, forms, or chat bots with unique CTA buttons to help direct visitors on a clear path to their destination. By implementing more landing pages and unique CTAs throughout your website, you’ll generate a greater conversion rate and expand your list of leads. 

Cater to User Preferences 

As technology evolves, consumers are reacting to the latest technology by shifting their user preferences. In order to stay competitive in this digital landscape, it’s critical that brands tailor their content to user preferences and digital tendencies. To start, this means adapting to mobile and voice search technology.

A whopping 87% of smartphone users utilize search engines at least once a day. Due to modern age obsession with mobile, companies must adjust their content to fit the small screen, giving site visitors a positive user experience. They can do so by choosing a responsive web design, reducing image size, and implementing user testing to ensure the site is running efficiently prior to launch. 

Mobile preference

Since mobile users are five times more likely to abandon a site that is not optimized for their screen, it is crucial to ensure your site is up to speed and working properly. This will lead to decreased bounce rates and lowered risk of losing consumers to competing sites.

RelatedThe Impulse Generation: A Fixation on Mobile

Voice search capabilities have also grown in popularity – by 3400% since 2008 to be exact. With Amazon’s Alexa, Apple’s HomePod and Google Home in nearly a quarter of households in the US, your content has the chance to reach a larger audience if it is optimized for voice search.

RelatedVoice Search: How to Keep Up in Today’s Digital Landscape

In order to optimize your content for voice search, it’s critical to use long-tail keywordsLong-tail keywords are specific, longer phrases typically made up of three or four words that sound more conversational than standard keywords. Although they require more effort to assemble, long-tail keywords have a huge opportunity to drive high-converting traffic to your site, ultimately increasing the potential to generate a boost in revenue and audience reach.


By initiating these changes (and more), your brand has the opportunity to generate a spike in traffic and conversions. What may seem like incremental improvements now, will be an invaluable investment when your website ranks high on Google, attracts more users to your site and generates more qualified leads – all a win-win in our book.

Filling the Funnel: Taking Lead Generation to the Next Level