How to Increase Your Website's Conversion Rate?

You're an entrepreneur in the tech industry, and you've just launched your website. Woohoo! But you focused everything on design without considering the commercial aspect of your site—not so woohoo.

Obviously, aesthetics alone are not enough! Beyond capturing attention, your website needs to be cutting-edge and deliver concrete results. So, why can a website, no matter how “beautiful,” fail to generate more leads? Why isn’t your website achieving its goals? Here’s what you can do right now.

A Website Shouldn’t Just Be “Beautiful”—It Needs to Convert

Design preferences are subjective. Not everyone likes Chanel No. 5 or Lamborghinis… (We tend to prefer vintage Porsches, but to each their own!). If, despite having a well-designed site, you’re not meeting your lead generation goals, chances are you designed your site more for yourself than for your users. Even worse, if you didn’t put yourself in your audience’s shoes, you’ve probably lost their attention. But no worries, that’s what we’re here for!

Your branding and design may need a rethink: the goal is to create a website that meets your prospects' expectations, not just something that looks good to you.

That said, even if your website’s design appeals to your target audience, that alone won’t cut it. You need “a well-thought-out site”: it should be strategically designed, with a clear structure and optimized user experience. Every page should be fluid and intuitive, allowing users to navigate seamlessly without confusion or frustration. In short, information should be accessible as quickly as possible so visitors can find what they need in just a few clicks.

Google even prioritizes websites where every page is accessible within three clicks. Thanks, Google!

Key takeaway:

Your website is your storefront, your business card. It should instantly inspire trust in your audience. A "good" website should create an emotion. Yes, that’s possible—through your choice of words, images, and everything in between.

But don’t worry, we’ve got you covered.

First Step: Install a Tracking Tool Like Hotjar

We see where this is going… You want to change everything at once, tear it all down. But hold up! Don’t destroy everything.

First, because Google already knows your site as it is, and drastic changes could impact your rankings. But if Google doesn’t know you at all (the big guy and his little bots), then sure—just kidding! Don’t change everything at once.

Before making any radical changes, it’s essential to understand precisely how your users interact with your site. What are they doing there? What pages do they visit? How long do they stay?

A tracking tool like Hotjar can give you insights into visitor behavior. Google Analytics used to provide heat maps, but Hotjar does the job just as well.

Take note of key elements and analyze how users engage with your site:

• Are buttons in the right place?
• Do the sizes of sections, fonts, and elements facilitate readability?
• Does the page load quickly?
• Do visuals aid comprehension, or are they just there for decoration?

Tools like these help identify areas for improvement based on actual user behavior. From there, you can optimize your site for a better user experience.

Prioritize Your Most Important Pages—Starting with Your Homepage

Before tackling other pages, the most critical one is your homepage. It’s often the first touchpoint a visitor has with your business, so it must clearly communicate why you’re the best solution for them.

Make sure your homepage includes:

• A presentation of your company
• Your services
• Your team
• Your location
• And most importantly: the added value of your services! What do they gain by working with you?

The order isn’t particularly crucial, as users tend to read in a “Z” pattern—top left to top right, then down in a diagonal flow. The key is to ensure reading is smooth and intuitive so visitors can quickly find what they need.

Optimizing your user interface (UX/UI) means having a logical layout, readable fonts, fast loading times, and visible calls to action (CTAs).

Do You Have Enough Calls to Action (CTAs)?

When someone lands on your site, they’re tempted to click on whatever grabs their attention. So ask yourself:

• What catches the eye in the first few seconds?
• Do you have enough calls to action?
• Is your contact information easily accessible?

It might seem trivial, but in a fast-paced digital world, if users can’t quickly find your email or phone number, you’re guaranteed to lose them.

CTAs are those buttons that guide visitors toward key actions—signing up for a newsletter, filling out a form, requesting a quote, downloading a document, or simply getting in touch with you. These buttons significantly impact your conversion rate, so don’t neglect them. But be strategic—overloading your site with buttons isn’t the solution either.

Without visible and compelling CTAs, visitors may leave without taking action, which means lost leads.

Key takeaway:

A great CTA is visible and placed strategically within the user journey. Making contact should be quick and easy. Losing valuable opportunities over a button placement issue? No thanks!

Build Trust with Your Visitors

Hiring a company or professional found online can be daunting. After all, as they say, "Don't talk to strangers!"

So, reassure your visitors:

• Who are you?
• What’s your story?
• Where do you stand in your industry?
• Who is on your team?

Including photos of yourself and your team is a great way to humanize your brand and make it more relatable. It helps create a connection with potential clients—after all, we’re not robots.

You can go a step further:

• Let your team introduce themselves through short videos.
• Show a day in your office, your values, and how you put them into practice.

It’s easy to claim you’re "professional" and "approachable," but if your website doesn’t reflect that, the message won’t land.

Also, add key proof points about your business:

• Important metrics
• Number of satisfied clients
• Years of experience
• Verified testimonials

This is called “proof of concept”—concrete evidence that you’re good at what you do. Numbers don’t lie.

For example, we helped Heritages et Succession grow from 60,000 monthly visitors to 236,000 in just six months—organically. When we talk about SEO, we back it up with numbers. Same for Avocats Picovschi, where we increased their conversion rate by 188%.

Key takeaway:

Being professional is great, but adding a touch of personality is even better! Creating a connection with your audience is essential

Do You Stand Out Enough from Your Competitors?

When a prospect visits your website, they’ve probably also checked out four or five competitors. They’ve taken the time to compare everything before making a decision.

So, do you stand out enough to make them take action?

To answer this, you need a clear understanding of your unique value proposition:

• What makes you different?
• Why should a prospect choose your business over another?
• Do you offer something special—an innovative service, a unique approach?

Your differentiation should be obvious and immediate. If you have to think too hard about it, chances are your value proposition isn’t clear enough. And if a prospect doesn’t get it right away, they’ll turn to a competitor who does.

You can express your value in many ways:

• Your results
• Your offer
• Your website’s design, tailored perfectly to your audience

At The Bract Agency, we believe the best way to convert is by clearly expressing who you are and targeting your audience with laser precision.

Key takeaway:

If you don’t stand out, you’ll lose leads to competitors. Don’t settle for mediocrity—be 1000% yourself.

Case Study: +188% More Leads for Avocats Picovschi

When we completely redesigned Avocats Picovschi’s website, we increased their conversion rate by +188%, based on 250,000 monthly visitors.

We reimagined their design, improved the user experience, and, most importantly, paid close attention to visually representing who they are: human, expert, highly supportive, empathetic, and rigorous.

This significant increase in click-through and conversion rates was largely due to a complete website overhaul:

• Optimized ergonomics
• A better presentation of the firm and its services
• More intuitive navigation
• A stronger emphasis on their expertise
• A more human and empathetic representation of the firm, showing their personalized and caring approach to each client.

Visitors not only felt reassured and understood, but they also quickly found the information they needed and were encouraged to take action.

Even better, thanks to a chicer, sleeker, and more refined design, the firm attracted higher-quality leads. Previously, they struggled with poor targeting, forcing them to frequently filter incoming calls.

The takeaway?

We’ve given you all the steps to turn your website into a powerful conversion tool. Imagine the ROI of investing in a website that brings in qualified, loyal leads—a winning strategy you simply can’t afford to overlook!

At The Bract Agency, we've been helping businesses grow for over five years from our offices in Tel Aviv, Paris, and San Francisco. Providing tailored support and witnessing real results is one of our greatest satisfactions.

So, how can we help you? 🚀