How to Get Visitors to Take Action on Your Website

A local gift shop owner once told me, “We get plenty of website visitors… but they just browse and leave.”

The gap between a visitor and a paying customer is your conversion rate — and it’s one of the most important numbers in your business.

Step 1: Make Your Call-to-Action Clear and Visible

• Place your main call-to-action above the fold (visible without scrolling)
• Use action-driven text: “Book My Appointment” instead of “Submit”

This ties closely to the fixes in 7 Signs Your Website is Confusing (and How to Fix It).

Step 2: Reduce Friction

• Keep forms short
• Offer multiple contact methods (form, phone, email)
• Use secure payment systems for online sales

Step 3: Build Trust

• Include testimonials and reviews near calls-to-action
• Add a clear privacy policy for forms

Step 4: Guide Visitors Naturally

Use internal links to guide people from informative blog posts to service pages. For example, if someone reads Easy-to-Use Websites = Happy Customers = More Sales, link them to your contact page as a natural next step.

Want to improve your conversion rate? Contact us and we’ll help turn more clicks into customers.