Can a New Website Increase Conversions?

Designing and developing a new website is an investment. But like any good investment, it pays off in the long run. With an updated website that prioritizes the user experience, you’ll drive more engagements, leads, and sales–some of the biggest website rebuild benefits.

If you’re considering a new website but aren’t sure if it makes sense for your business right now, we’re here to tell you that with a custom-built website designed for your specific business goals, the increase you’ll see in your engagement and conversion rates will make a new website worthwhile.

There are many ways revamping your website can increase conversions. From better navigation to intuitive design, your new site will minimize distractions and prioritize the user experience for conversion growth. 

Ready to learn how to increase conversion rates on a website? Let’s get started.

1. Create an intuitive site design

If you’re managing an outdated, clunky site, expecting users to connect with your content and convert is unrealistic.

Outdated sites typically perform poorly because they’re visually unappealing, difficult to use, unintuitive, and aren’t designed for the user. You know the type of sites we’re talking about, and if your website fits into this category, you should know that, too.

Your website is often where you make your first impression with potential customers, so the look and feel matters. Landing on a site that’s out of style and dated makes a huge impact on whether users decide to continue browsing your site or leave to find your competitor. But it’s not just the first impression that counts; you might have in-person sales conversations that go great, but once the prospect visits your site, they could lose interest through a poor second impression.

A redesigned, modern site will build confidence with your audience. Intuitive, responsive design, beautiful visuals and aesthetics, and a flawless experience across all devices, including mobile, will go the extra mile to prove the credibility of your brand. And a well-designed website that prioritizes the user experience means engaging your customers sooner and leading them to conversion with messaging they care about.

Your website is a marketing tool that gives you a space to connect with your users, start a conversation with them, encourage them to engage, and help them find what they’re looking for. And by focusing on designing a site that prioritizes your user, you’ll be prioritizing conversions by default. Just make sure you have a comprehensive website redesign strategy in place before you begin so you can design the site for your business goals.

Updated visuals and branding

Aside from connecting with your audience, your new website should tell the story of your brand and products or services, sharing who you are and what your purpose is.

A website revamp allows you to consider your branding and voice. Are you accurately portraying your brand online, or is there room to improve? Does your brand resonate with your audience, or should you consider pivoting to better relate to your users?

By updating visuals and branding on your site, you can create a site that appeals to your audience while telling the story of your business, crafting a flawless and consistent experience across your entire website–and all of your other digital channels.

Some common design trends to keep in mind include:

• Using white space to break up text
• Mixing bold typography that captures attention
• Using dynamic images, videos, and animations
• Including parallaxes or sliders to make the site more interactive

2. Minimize distractions for clear navigation

Confusing website navigation could be another big reason why users aren’t converting on your website. If it’s not immediately clear what action a user should take upon landing on your site, your site navigation isn’t intuitive enough. 

Lead the user to the actions you want them to take, and make it easy for them to find what they’re looking for with clear navigation. Include key pages in your navigation, use buttons to direct users to take action, and make your contact information easy to access.

When we design websites, our designers work closely with our SEO and analytics teams to understand how users are engaging with your site, where they go to find things, and which pages they care about most. With this data in hand, our designers can create a high-quality site that is laid out in an easy-to-use way that makes finding information simple and converting the obvious next step. This also means cutting out what isn’t important and minimizing distractions to make the path to conversion as clear as possible.

Craft compelling CTAs to increase clicks

A large part of clear site navigation are well-written and well-designed call-to-action buttons. If your CTAs aren’t clear, concise, and eye-catching, how are you expecting your users to convert? 

CTAs are a crucial part of any website, and updating them to reflect the user journey, optimizing them to ensure people click, and showing the right CTAs at the right time are all important parts of website design. CTAs let you point your audience to the action you want them to take. If you’re trying to figure out how to increase conversion rates on a website, CTA optimization is a great place to start. You can strategically place them in high-traffic places on your website and use clear and concise language to drive more clicks and conversions.

To create compelling CTAs, make sure to:

• Drive action by using urgency in your language
• Keep CTAs short and to the point
• Test different colors and designs to see what performs best
• Be strategic about where you’re directing people on each page
• Place CTAs above the fold to drive more conversions

Position contact info where it’s easily accessible 

With a new website, you can optimize your contact page and share the information your users care about most in a clear and concise way. Optimizing your contact page may seem like a small part of the greater website build, but it will help exponentially with conversions. Users heading to your contact page have the intention of getting in touch, so making that process as easy as possible is crucial to capturing as many conversions as possible. 

To optimize your contact page, make sure to:

• Include directions or a map for local businesses
• Add a direct line or support phone number
• Include a form above the fold for getting in touch
• Limit the number of fields in your form

3. Craft high-quality content

A website revamp with fully refreshed content will allow you to better connect with your audience on the topics they care about. Build content around your audience’s pain points and the proof points that demonstrate the value of your brand to drive your users toward conversion. 

Our website redesign process typically includes a brand messaging workshop, where we get to know your brand, competition, industry, audience, and audience's pain points before we start drafting content for your site. Through this process, we develop a deep understanding of your business before we get started so we understand what your audience cares about and can craft messaging that will resonate.

Include a variety of content that’s written for both your target audience and for search engines (more on that later), and that supports the user journey throughout each stage, pushing users from awareness to consideration to conversion. From blog posts to case studies to customer reviews to videos, make sure your site is loaded with updated content that reflects your products or services, values, uniques, and brand.

4. Optimize for search engines

When designing a new site, you can ensure you’re paying attention to SEO best practices for web design to drive more traffic to your site. During a site build, we involve SEO specialists from the very beginning to give input on site structure and hierarchy, content optimization, internal linking, on-page best practices, and user experience. It’s an important aspect of the project that not every web design agency includes but that we believe is fundamental in laying the foundation for driving traffic after the site launches–which is crucial to driving conversions.

No matter the page, you need to create and publish content that’s deeply informed by SEO strategy. It should be relevant to your target audience, and optimized fully to rank highly in search results.

With a new site, you’re setting your brand up to succeed online through an SEO strategy built to improve conversion rates. Your strategy may include:

• Conducting keyword research to identify high-intent keywords that you can optimize for
• Adding schema markup to help search engines understand your content and improve the chances of visibility in rich results
• Improving page load speed, which will encourage users to stay on your site for longer
• Including descriptive metadata to give both search engines and users a better understanding of what your content is about

5. Implement seamless shopping experiences for e-commerce sites

If you have an e-commerce site, your website is vital to sales and revenue growth. A new website build can minimize the obstacles to purchase through seamless integrations, simplified checkout processes, and other features that reduce friction. 

A streamlined path from browsing to purchasing is key to capturing more sales on your website. Here are a few ways a new site can help you do that:

• Simplified checkouts with fewer steps to purchase 
• Payment gateway integrations that give users more options for how to complete their purchase
• Better inventory management 
• Integrated shipping solutions 
• CRM and marketing platform integrations for better data collection and customer service
• Optimizations for mobile use

With seamless paths to purchase, you can make sure you’re capturing as many sales as possible.

Will a website redesign improve my search engine rankings?

While there’s no guarantee that a new website will translate to better search rankings, by implementing an SEO strategy throughout the website redesign process, you’re setting your website up for success in the SERPs. All of the tactics outlined above will improve SERP visibility and ensure you’re driving qualified traffic to your website. And more qualified traffic means more conversions, especially when you have a site that’s fully optimized for conversions.

6. Test and analyze performance post-launch

By tracking user engagement and behavior before, during, and after the launch of your new site, you can continuously optimize your site and ensure it’s meeting user needs and driving conversions.

Tools like Google Analytics 4, Microsoft Clarity, CRM integrations, and more give you a comprehensive view of how your website is performing and how to improve it based on user data.

Here are a few ways to measure the performance of your new website:

• Analyze heatmaps to understand user engagement, identify any obstacles to conversion, and make data-driven adjustments
• Perform A/B tests with key elements like CTA buttons, headlines, and layouts to find what works best with your users
• Test form submissions and purchase integrations to ensure there are no bugs or issues
• Implement event tracking for user actions that are most important to your goals, like form submissions and purchases
• Monitor page speed and mobile responsiveness on an ongoing basis
• Conduct user testing and ask users for feedback to ensure the data you’re collecting matches the actual experiences your users have

There’s so much data you can collect, but the biggest thing to note here is that the best way to approach post-launch analysis, and any analysis of your website, is with a clear plan that accounts for your business goals. Know what you’re looking to get out of the data before you start to measure it so you can have a setup that fits your business needs.

Create a site built to achieve your business goals

Is your business ready for a website redesign? Your website is your best employee, the one that works around the clock to depict the best possible version of your business. Don’t neglect it; instead, invest in a website that’s built for your unique business goals.

If you’re ready to upgrade your website to start increasing your conversions and engagement, reach out. Let’s get a conversation started about partnering to build a high-performing and modern new site.