How to Fine-Tune Your Website to Get Better Sales

Feb 19, 2019 | 0 comments

hard hat

Driving tons of traffic to your website is nowhere near enough to ensure your online success.

If you want your visitors to convert into customers, you need to provide them with a compelling user experience. This depends on multiple factors like your content, page loading speed, and trust signals present on your page.

In this post, we’ll discuss ways to optimize these components and give your audience a smooth journey towards conversions.

Let’s get started.

1. Get Better Target Keywords

“Keyword research” is something you encounter a lot in online marketing guides, and it’s not hard to see why.

It doesn’t matter if you’re building content for your website, planning an ad campaign, or building links to improve search engine rankings. If you target the wrong keywords, you’re essentially wasting time, money, and effort on people who may not be interested in your product in the first place.

That’s why keyword research should be a part of everything you do as a digital marketer. In fact, you should even consider buying domains optimized for a target keyword for better SEO potential — as long as you don’t use an exact match.

As a rule of thumb, you need to pay attention to the intent behind your target keywords.

Instead of keywords like “event planner,” look for keywords that are more likely to be used by prospective leads like “event planner for hire.”

A free keyword research tool like Ubersuggest will help you mine the internet for these keywords. After you enter a seed keyword that’s relevant to your niche, the tool does its magic and generates hundreds of long-tail keyword suggestions on the “Keyword Ideas” page.


To find buyer keywords, all you have to do is create filters using commercial terms that match your value offerings.

For example, if you run an event planning website and need to find clients who’ll hire you, creating a filter with the term “hire” is the way to go.

example:event planning website

Another way to find keywords with buyer intent is to add your location to your seed keyword. Ubersuggest’s recommendations should do the rest.

event planning website

2. Incorporate User-Generated Content

Convincing your audience to spend money on your website can be tricky.

Even with the best product in the world, visitors will be reluctant to spend money on your brand if they don’t trust you.

Don’t worry, there are a handful of ways to build buyer confidence without churning out truckloads of content pieces to establish your credibility as an expert in your niche. Customer reviews, for example, can help you prove to your audience that your brand is worth the investment.

You can start generating customer reviews by automating a review request email with a tool like MailChimp. You don’t even have to write a single line of code for this to work — you just need to use the pre-configured “Follow-Up Email” automation template.

create automation email

A customer review is is an example of user-generated content or UGC.

Social media posts are another type of UGC you can leverage to increase conversions on your website. However, you need to be extra creative if you want to generate and utilize them.

The usual route is to host an Instagram hashtag contest to encourage users to spread the word about your business. Not only will this help you grow your brand on social media, it can also provide you with that much-needed UGC.

Here is an example from Little Blue House’s Instagram page:

instagram example

3. Optimize Your Web Copy for Readability

Here’s a quick fact: your audience doesn’t care about your website’s appearance.

What really matters is whether or not your brand can help them solve their problems. As such, make sure your value proposition is the first thing they see upon arriving at your website.

It’s all about finding the perfect typography and limiting the visual distractions that could derail your audience from the experience. A lot of marketers adopt the minimalistic design approach for these very reasons.

Marketing thought leaders like Brian Dean did it best with his Backlinko homepage:

marketing thought leader Brian Dean

4. Focus On Your Website’s Loading Speed

In addition to readability, another major component of the user experience is your website’s performance.

Statistics show that 40 percent of users will leave your website if it fails to load completely within three seconds. For mobile users, the percentage of those who’ll leave by then sits at 53 percent.

Yes — you could be missing out on around half of your website’s profit potential just because you forgot to optimize its performance.

Your website’s loading speed also affects your AdWords Quality Score, particularly for the mobile market. This is a metric used to gauge the likelihood of your ad to appear for your target keywords.

Google PageSpeed Insights is a great place to start if you are clueless on how you will boost loading speed. Simply enter your website’s URL to run an analysis and wait for it to detect performance-related issues that must be solved.

pagespeed insight

More importantly, PageSpeed Insights will present you with a list of “Opportunities” or optimization suggestions to help you address these issues.

PageSpeed insight list of opportunity

5. Split Test Your Landing Pages

Finally, not even veteran marketers and web designers can build a perfect landing page overnight.

No matter how knowledgeable you are in landing page optimization, you still need to rely on some trial and error to improve conversions over time.

You can split test multiple versions of your landing pages simultaneously to cut the time it takes to gather useful data.

In simple terms, split or A/B testing is the practice of testing multiple variations of the same landing page to determine the best possible layout for conversions.

It’s usually a built-in feature in landing page builders with conversion rate optimization or CRO functionalities, like Unbounce.

landing page split testing

If you want to skip even more number crunching, go with heatmap tools like Hotjar or Crazy Egg. These tools work by visually tracking the behavior of your users to determine elements that draw attention as well as those that get ignored.


That’s it — a list of strategies that will help ramp up conversions on your website.

Not as hard as you thought, right?

Well, knowing the information is just half of the journey. Be sure you put in some action — focusing on one step at a time.

What do you think is the best way to improve a website’s conversion rate? We’d love to hear your thoughts in the comments section below!

Author Ben Washington’s Bio:
Ben lives and breathes writing. He specializes in writing about digital marketing, web development, cryptocurrencies, etc. He is one of OutrankDigital’s content writers.