How to Implement a conversion focused web design?

How to Implement a conversion focused web design?

Ever visited a site that makes you feel like you had ham hocks attached to your hands when you try to manoeuvre through it?

It’s enough to make you want to punch your screen, or worse, bounce off the website.


The whole purpose of having a website for your business purposes is to guide visitors along a predefined path to completing an action that you want. Maybe you want them to fill out a form and submit it, maybe you’re trying to close a sale. Whatever your goals, it’ll feel like rubbing against the grain if your site isn’t optimised with conversion focused web design.


What is Conversion Focused web design anyway?

In a nutshell, conversion focused web design describes when a website has been designed in such a way as to ensure that a conversion occurs when it’s visited. You’re looking for some sort of action to occur as a result of traffic landing on your page. This can include anything from a form fill out to ensuring someone makes a purchase (as previously mentioned).

Sounds easy? It may be a little harder than you think. You’ll need to really plan out the design and layout of the site to achieve success. While this will take time to plot out depending on your business needs, here are some things that even the most basic site of this ilk will need.


What a good site needs:

Stellar UX:

  • This will probably need to be your main focus, especially if your conversion process may run the risk of being cumbersome if not checked. Make sure you have a speedy site that takes out guess work or tedium of manoeuvring through your site.

Avoid asking for more details than what’s required. The quicker it is for visitors to find/do or get what they’re looking for, the better. Streamline the experience as best you can with drop downs, visuals and intuitive design that makes the whole thing seem effortless.


Great Content:

  • The perfect pairing with great UX; Great content not only keeps people on your site but may even leave them coming back for more. With well written content that is entertaining and beneficial, you’re more likely to keep visitors on your site for longer, improving time on page and thus, overall SEO.

If someone’s looking for particular information, give it to them upfront. Keep things concise but informative. Also, be sure to entertain readers with copy and visuals that excite! Humour is a great way of keeping readers engaged, while content that appeals to emotions (if appropriate) is a great way to tug at the heart strings in your favour.



Good content is a MUST when it comes to conversion focused web design.

Calls to action (CTA):

  • Once someone is entertained on your site, reel them in with a CTA that keeps them guided on your bread crumb trail to that coveted conversion. Sometimes, people want you to think for them, so having CTAs is a great way for you to guide visitors on your site towards that conversion you’re after.


Offer CTA buttons that take out the effort of trawling through your site for what they want.

Another tip is that CTA’s that play the “scarcity” game tend to convert better than those that do not. For example, if you have an offer that you want the visitor to select, don’t just write “click here to accept”. That’s boring. Instead, write “I don’t want to miss out!” or identify the number of remaining offers. You can even include a timer to really get the sweat going. A great CTA gets people clicking.




  • In order to make sure your site is working to its optimum capacity, you’ll need to track the behaviours of visitors interacting with your site.

Having Google Analytics set up on your site is a very basic must. However, you can truly determine how well your web design is flourishing with even more plugins that allow you to monitor those actions in real time. Heat maps are an absolute game changer to see just what people are doing on your site. You can watch how people travel from page to page as well as see what they click on. This sort of insight is invaluable to improve your sites layout as time goes by too.

Whatever it takes to get as much data as possible, GOOD conversion focused web design will always have data grabbing tools working in the background.


The Right Traffic:

  • In order for you to get the kind of traffic you’re after to you page, you’ll need to know your audience. Create an audience persona that’ll drive the way you build your site. If you know about the behaviours, demographics and characteristics of your target traffic, you’ll design your site accordingly. This will improve your chances of success rather than just making a site for any regular Joe.

Having your audience persona down pat will also ensure that your external marketing efforts will be aligned to your site. You’ll know who to target, where they are and how to keep them on your site with content, design and CTA’s that matter. Don’t just seek traffic, seek after QUALITY traffic.



When it comes to creating a website that’s worth building and maintaining, you’ll need to plan it out with a million things in mind. From the site itself to external marketing platforms to get people there. Conversion focused web design is a whole other beast in itself, with plenty of moving parts, that’s why it’s important to get in touch with a specialist to make sure you’re getting exactly what you need. Wix and DIY sites may be great for simple endeavours but for conversions that turn a profit, you’ll need to invest in professional help.

With that in mind, contact us at Impressive Digital for more details on how we can build you a conversion focused website that’ll get you the ROI you’re after and help you get even more bang for your buck.