An aesthetically pleasing website is great, but don’t lose sight of what you are online for – gaining conversions.

Without the consumer actions of phone calls, lead form submissions, contact form submissions, location visits and sales, your business will not generate revenue. So it’s natural to aim for more conversions to bring more money into your business.

1. Ensure your website is responsive

A responsive design will adapt to either a mobile or desktop screen – making all features, actions and pages accessible for all users. If you do not provide a pleasant interface for mobile visitors, you are shooting yourself in the foot!

2. Opt for a simple design over complexity

Just a few years ago, complex websites with lots of flash animations were all of the rage. Today, fast, clean and simple designs dominate. Bombarding visitors today with quirky features that can distract and put off rarely happens as most find it annoying. Impress potential customers with your simple design, offerings and content.

3. Focus on navigation

When visitors reach your website, they need to find what they are looking for in the shortest time possible, otherwise they will get frustrated and leave (most likely to a competitor).

Aim to keep your navigation menus as simple as possible. Too many options can overwhelm potential customers. You need to have a clear pathway to all of your conversion goals, whether it’s a sign-up form or a call-back link.

4. Don’t inadvertently hide your contact information

While showing your phone number is a great idea, many visitors today prefer to contact a business through its website. They typically just want information – not a sales pitch. Make it as easy as possible for potential customers to get in contact with you. You can do this by adding a ‘live chat’ widget, having a call-back form, and displaying your phone number and email address.

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