Converting Website Visitors into Customers

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Converting Website Visitors into Customers


The following story was written by David Mitroff, Ph.D., an Alameda County business advisor and the founder of Piedmont Avenue Consulting, who can assist business owners interested in minimizing risk and accelerating the success of their ventures.

Customers are engaging with businesses using technology in new ways at an ever-increasing pace. Company websites are so important that new companies often select their company name based on what website domain names are available. The company website acts as the central hub for building a company brand and effectively communicating and sharing the company’s story, products and services.

However, this is where most websites stop and forget to take the next step of converting website visitors into customers by utilizing simple and highly effectively tools to collect information,strengthen customer engagement and increase sales leads.

Conversion Rate Optimization (CRO) – It is more cost-effective to convert a higher percentage of the current website visitors than to attract more visitors. Conversion Rate Optimization (CRO) includes tactics to stimulate and capture the interest of website visitors for the purpose of increased business sales or customer engagement. This article reviews ways to build clean and easy-to-use websites, along with providing examples of calls to action that increase the likelihood of website visitors becoming customers.

Foundation – Building your website – There are several online website building platforms, all of which offer free and paid versions that companies can use to quickly create a modern website that are easy to update. For example, offers hundreds of hassle-free templates to create stunning websites without the need for coding skills. Regardless of skill set, within 30 minutes a business can have a live modern and effective website on

WordPress is also a very popular platform, however to get the most out of a WordPress website it often requires learning some basic website coding or hiring a website developer to help get things started.

Calls to action – Clear calls to action on a website engage the visitor to interact and make a decision. It is key to capture information from website visitors and build a network of people who are interested in your company’s products or services. Whether it’s scheduling an appointment or phone call, making reservations, purchasing a product or signing up for a business newsletter, the website needs to be set up in a way that enables customer interaction. Below are outlined several effective calls to action.

Create a medium for contact –
Once a clear message has been established for the home page, the next step is to create a medium for contact. It’s important to make it easy for visitors to leave feedback, ask questions, and converse with other visitors on your website. The basics for contact information include email, phone number and physical address. Additional contact information can include a section for visitors to leave feedback or comments. It is best to include this information on every page, especially for retail and restaurant locations.

Email newsletter sign up — Asking visitors to provide their email to hear about upcoming promotions and events is a great way to capture information from website visitors and build a network of people who are interested. Companies such as Constant Contact provide easy-to-use email signup widgets that integrate with Wix, WordPress and other website building sites. Constant Contact can easily be utilized to send out frequent newsletters to customers, keeping them aware and on top of what's going on with your brand.

Meeting scheduler — Capture more business online by allowing website visitors to instantly book a phone call or schedule a time to meet at the office with appointment booking software. vCita provides a suite of website tools that quickly can be added to any website, including built in or pop-up windows that prompt website visitors to schedule a call, book an appointment or send a message.

Provide social media links — Showing your visitors that you are connected all over the web by linking your Facebook, Twitter, Pinterest, etc. on your website will increase business credibility. Create a clear icon or button for each link to other sites on the homepage, where visitors will easily find them.

Remember, your company website acts as a central hub for your online presence that you control. Whether for your business or personal branding, take the time to review your website and incorporate new calls to action to increase website traffic into business results.

David Mitroff, Ph.D. is a business consultant, marketing expert and keynote speaker who founded Piedmont Avenue Consulting, Inc. where he advises on leveraging new technology to create brand awareness, strengthen loyalty and streamline processes with proven results. Connect with David.

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