25 Website Traffic and Conversion Tips

Pardon the short intro, but we have a lot to share in this post about website conversion.

Rather than post a “how-to” guide or an in-depth article about a specific subject, we’re listing dozens of traffic and website copywriting and conversion tips.

Scan this list and see what you can put to use. If you’re a website conversion expert, some of these may seem basic (but one or two just may surprise you and help you improve your website). For people new to conversion optimization, this list will provide a flood of information.

(Hint: bookmark this page, and open up during your next virtual meeting, so you can have a wide range of value to add to the conversation.)

Ready? You better be, because here we go…

1.     Use one image at a time. Unless you have an ecommerce or a news site, you want to use a small amount of images. Why? Because images attract and distract. To keep your visitors focused, use a small number of powerful images vs. as many pictures as you can fit on the page.

2.     Know the most powerful word in copywriting. It’s not “free” or “sale.” The most powerful word in copywriting is YOU. Why? Because it’s natural for people to think about themselves, especially when browsing the Internet looking for things they’re interested in.

3.     Avoid passive language. Keep your copy upbeat. Don’t use words or phrases that express uncertainty.

4.     Use verbs. Paint a vivid picture for your interested visitors with detailed and descriptive sentences. The more you describe, the more you convert.

5.     Talk about yourself as little as possible. Remember: people want to read how they can benefit. Unless writing your About page, tone down the self-promotion.

6.     Provide as much proof as possible. To stand out and convert, provide proof in the form of video, links, and any other way you can, to back up the claims you make about your product or service.

7.     Use contrasting button colors. On your calls to action (CTAs), use a button color that jumps off the page, so it’s clear to visitors it’s a button.

8.     Use headlines. Introduce the content on each page with an attention getting headline.

9.     Don’t stop what’s working. When something works, keep on doing it. It seems like common sense, but many stop what’s working because they want to try something new.

10.  Always test. It’s okay to try new things (see tip 9), but you should test them first. You can make the change after you’re sure the new content converts better.

Want some help implementing these 25 tips on your website AND hundreds more?

Check out our Website Copy Conversion Analysis.

11.  Don’t optimize without data. You might think you know what’s best, but unless you have the data to back it up, you’re not taking your website or business seriously.

12.  Optimize for scanners. Break up your copy with headings, subheads, lists, pictures, and any other way to avoid a giant block of identical elements.

13.  Use CTAs. To ensure visitors know what to do next, simply tell them. Internet browsing is a passive activity, so you have to remind people where you want them to go and what you want them to do.

14.  Keep your CTAs minimal. Providing direction is okay. But when you use too many CTAs, it’s overwhelming and annoying.

15.  Use long copy appropriately. Some people like to read, so use a mixture of long and short copy on your site. Plus, Google likes long copy that engages visitors, so it’s good for search engine optimization.

16.  Consider variables. When you test, consider the many variables like day of the week, time of day, season, moon cycle (not serious with this one…but you get the idea), and everything else.

17.  Ask questions. Have someone you know go through your site and see what questions they have. Chances are, your visitors have the same questions. It’s better to proactively answer questions on your site than to constantly answer them one by one.

18.  Give pricing options. People like to buy, but dislike being sold to. Setting up multiple prices lets people choose what they want. They love that.

19.  Use directional cues. Simple things like a graphic of an arrow pointing to a CTA will increase your conversions.
20.  Follow the eyes. When using pictures of people, make sure the eyes look toward the CTA.

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21.  Use a lead magnet. Offer something free in exchange for an email opt-in. Keep it short and actionable because people will likely scan it.

22.  Use white space. You don’t have to fill every section of your page. It’s better to leave white space so people notice the important parts of your website (e.g., the CTA, headline, etc.).

23.  Use a progress indicator. If you have a multiple-step process, show a bar that indicates the progression. Why? People are more likely to finish something when they see the beginning, current location, and end.

24.  Keep form fields minimal. Don’t ask for information you don’t need right away. You can get more information later.

25.  Include a phone number. People trust businesses with a phone number more than websites without one. Using a phone number increases credibility, even if it’s just a voice mail.


These tips will jump-start your conversion optimization and marketing engine. Scan them before, during, and after you need to make copy and design improvements on your site.

To save some time on improving your website, use our Website Copy Conversion Analysis to have us point out mistakes, suggest improvements, and provide examples of how to position your product or service for your visitors.

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