8 Common Features of High Converting Websites

by Jeff M. Writer

Of course, there are many people who just have a website for the sake of having one, without any plans to use this otherwise powerful tool to elicit any action from visitors.

On the other hand, if you have some action you’d like to get from your website visitors, whether it’s as simple as just reading the random thoughts in your head, and perhaps sharing with their connections, or as complex as opting into your email list to grab your lead magnet and be led down your sales funnel, then I bet you’ll want your website to convert as high as possible.

Okay, just so I’m sure we’re on the same page, let’s talk about “conversion” before we move further.

When it comes to websites, conversion is when a visitor takes the action you desire – converts from being just a visitor to becoming whomever you want them to be on your site.

For example, when a visitor opts into your email list, the person has just converted from mere visitor to lead. When such person later buys anything you’re selling, such person has converted from lead to customer.

So, conversion is as simple as getting a person to take an action on your website. And the percentage of visitors you can compel or incite to take action on your website will determine your website’s conversion rate, whether high or low.

This is why it’s important that web designers, particularly those specializing in small business web design, have conversion in mind when designing a website.

Now that (I believe) we’re on the same page, let’s discuss the common features of highly converting websites. Here are 8 of them:

1. Powerful headline

The first thing a visitor sees on your site has a lot of influence on what the visitor does on your site.

If a first time visitor cannot immediately determine what your website is all about (in the first 2 seconds of visit), then you’ve lost them.

This is why a bold, powerful, beneficial headline is necessary on your homepage and every single page of your website.

2. Decluttered design

Highly converting websites are always neat and decluttered. It’s easy to see what the website is all about and what step to take next. Navigation (aka finding what you want) too is no headache. Be smart; be like those webmasters.

3. Loading speed

Unlike in driving, slow speed is the killer in web design. Once your site cannot load in less than 3 seconds, your valuable visitors are lost. High converting websites don’t toy with speed.

4. Useful content

Whether it’s video or bullet points, or images, or blocks of text, your website visitors must have content showing them:

i. that they’re in the right place

ii. benefits of doing business with you, and

iii. what to do next

5. Single, strong call-to-action

Yes, I just mentioned “what to do next” above, but it’s worth having its own separate space – because of how very important it is.

You must tell your visitor exactly what to do next (called “call-to-action”).

But you don’t just write it anyhow.

It must be simple and easy to understand. But more importantly, your call-to-action (or desired next-step) shouldn’t be more than one (yes, I understand how hard that is, especially when you have a lot of things you want visitors to do) and you must use strong action words (like “click here to buy now”).

6. Social Proof

Testimonials, certifications and badges, customer review, star ratings, and every other thing you can get to show you’re truly an expert and you deliver on your promises, are all social proof. And you must pepper your website with these – for your site to also become high converting.

7. Guarantee

High converting sites try to make visitors (prospective customers) confident about doing business with them by removing all risks and fears, especially of loss of money. Imitate them and you just might see your conversion rate skyrocketing.

8. Exit pop-ups

Have you tried to exit or close a site and then suddenly a bribe (gift or incredible deal) pops up? You can’t imagine how high that gets their conversion rates – until, well, you try it yourself.

These are 8 of the many features of high converting websites, and they are good enough to start with on your way to increased conversions for your website.