7 Secrets Of High Converting Websites

Why do some websites convert wave after wave of new customers while others struggle to stay afloat? In this article, we will identify seven key differentiators that high converting websites do right and struggling websites should do right now.

Keep It Simple

Let’s start with two key elements of every website, design and navigation. A cluttered or disorganized layout will drive visitors away, and that’s not even the worst of it. It’s not like they’ll leave to come back and try again another time; they’ll leave and never return.

How can you avoid this from happening on your website? It’s easier than you might think:

  1. Keep it simple.
  2. Remove all non-critical elements.
  3. Don’t make your visitors think.
  4. Keep it simple.

keep it simple

Visitors to your site will either have a positive or negative experience. On your end, creating a positive experience is more about what they don’t see. Remove every possible distraction and lead them from landing page to checkout, without a single blip or annoyance in between. If you visualize your website as a funnel and guide users to taking the action that you desire, your business will grow and prosper.

So how do you inject simplicity into your website? Well, you could either design it from scratch, find an existing WordPress theme and remove all the unnecessary bits, or use something like our WordPress theme builder to design your own custom website with a customizable foundation to work from.

Do this now:

  • Remove widgets and plugins that clutter your sidebar and footer.
  • Limit yourself to 5 navigational links.
  • Remove social media sharing tools. They’re ugly and rarely used.
  • White space is your friend. It doesn’t need to be filled.
  • Craft a short site description. Focus on keywords.
  • Remove busy photographs. Use clean photos with shallow depth of field.
  • Remove gimmicky effects (example: parallax). They’re played out.
  • Make sure your headlines have appropriate top and bottom margins.
  • Make sure your paragraphs have appropriate line height.
  • Choose a color palette with appropriate contrast.
  • Craft a short and compelling call to action on your homepage, with a button.
  • Use only a few tags. Assign posts to one or two categories at most.
  • Make sure your website is responsive.

Tell A Great Story

For centuries, humans have gathered around fires and told stories. And after all this time, storytelling is still essential to human bonding. Stories connect us. They tug at our emotions. They motivate us to take action.

Need proof?

On Oct. 12, 2004, rock climber Jake Leeper was halfway up the face of a vertical mountain wall in Romania when he lost his grip and started free-falling. Luckily, Jake escaped injury (and worse) all because of a $2 Acme carabiner that he had purchased the day before and connected to his rope before the climb.

Rock climber falling

That’s a pretty compelling case for Acme carabiners, isn’t it? Stories like this convey real-world benefits.

Presidential speeches are littered with personal stories that illustrate public policy in action. These presidential speech writers know the adage “features tell, benefits sell” as good as anyone. Yes, you cannot sell a product or service without listing features. But a product or service without a story is largely forgettable.

Tell a great story and it will sell your products and services for you.

How can you tell a great story?

It’s easy: Just tell your own personal story. Tell the story of how your product or service came to be. Include all the hardships, all the obstacles, your failures and what you’ve learned along the way. Tell your story visually using photos and videos, or simply through engaging text. Show them who you are. Most importantly, speak rather than sell.

Do this now:

  • Get your own domain name and self-host your own WordPress site. An About page posted on a free website like Tumblr, Blogger or WordPress.com conveys that you’re an amateur. You don’t want that.
  • Create an About page if you don’t have one.
  • Describe who you are and what you do in one sentence, and put it at the very top.
  • Be personal. Reveal something embarrassing or quirky about yourself. People will connect.
  • Describe your early years and how they shaped who you are today.
  • Describe your educational background.
  • Describe one of your biggest failures.
  • Describe your biggest achievements.
  • Provide social proof and testimonials.
  • Use images.
  • Use strong, compelling headlines and short sentences.
  • Include the link to your About page in your main site navigation.
  • Include a bio box below every article you write that links back to your About page.
  • Share your About page on social media.

Display Social Currency

As humans, we’re programmed to look to others around us for hints on how to behave. This is how brand names become brand names – we feel comfortable knowing that we’re not alone in our decisions.

Social currency

Your current and past customers (assuming they’re happy) are social currency. They have the power to help you gain new customers simply by saying good things.

At Graph Paper Press, for example, we increased paid conversions by 8% simply by adding a short testimonial at the top of our checkout page.

You should also enable (and encourage) customer feedback; a 2010 study by CompUSA and iPerceptions found that 63% of consumers indicated they were more likely to purchase from a site that had product ratings or reviews.

Social media is a natural tool for displaying social currency. According to Adweek, 71% of social media participants said they were more likely to buy from a brand that they follow on social media.

That’s a pretty telling number that you shouldn’t ignore. If someone visits your website, you should provide a clear avenue for them to follow or “Like” you; it could be the difference between capturing the coveted repeat customer and being “out of sight, out of mind.” This is a main premise behind content marketing and why businesses are continuing to invest more heavily in social media.

Do this now:

  • Add testimonials to your about page.
  • Add testimonials to your home page.
  • Add testimonials to your product pages.
  • Add testimonials to your services pages.
  • Add testimonials to your checkout page.
  • Add testimonials everywhere. They are more important than anything that you’ll ever write about yourself.
  • Add an email opt-in form to your about page.
  • Add social follow buttons on your about page.
  • Add social follow buttons in your bio box located under articles you write.

Offer Practical Value

Why do people visit your website? To laugh? To learn? To buy?

Regardless of what your site does, it must quickly deliver something of significant value, otherwise, your visitors will bounce forever.

practical value

There are many ways to deliver practical value:

  • Share knowledge in an article.
  • Share knowledge in an email.
  • Share knowledge in an ebook.
  • Share a discount on products or services.
  • Offer a free product or service that solves a problem.
  • Offer a paid product or service that solves a problem.

Because you’ve made it this far in this article, we know that you’re highly engaged with your work. If you’re highly engaged with your work, you’re likely an expert in your work. You have knowledge to share, my friend!

As an expert, sharing high quality content that you have personally crafted is a great way to help establish yourself as a thought leader in your industry. Knowledge is power. All you have to do to deliver practical value is share your knowledge.

Do this now:

  • Identify your area of expertise.
  • Identify keywords that describe your business. For example: “Boulder Colorado wedding photographer”
  • Use Google AdWords Keyword Planner to identify keywords with the most organic traffic that best describes your business.
  • Create a keyword-focused content strategy.
  • Write articles on your website that speak to those who might be searching for a “Boulder Colorado wedding photographer.” They are your audience.
  • Guest post on other websites. This helps to establish yourself as an authority.
  • Sign up for an email service like MailChimp and encourage your readers to opt in for exclusive content.
  • Set up email automation to send new email subscribers automated and time-delayed emails.

Optimize Funnels

A study by British neurobiologist Semir Zeki found that viewing artwork can have the same effect as falling in love. Modern medicine has a predictably scientific explanation for all of this: Dopamine is released into the orbito-frontal cortex to trigger pleasurable emotions.

Photographers, artists and entrepreneurs are uniquely qualified to leverage this emotional trigger. Your work is engaging and inspiring. If you’re doing everything else right, converting should be easy!

But it’s often not. Why?

Your conversion funnel (the steps required to convert a visitor into a paying customer) likely has too many steps, doesn’t clearly identify the steps required or is just flat-out confusing.

conversion funnel

You have two options for improving this: Optimize the existing sales funnel or choose a better plugin/service that is optimized right out of the gate.

What does an optimized conversion funnel look like?

Take a look at how this e-commerce photography plugin handles the checkout process. Visitors can purchase photos from anywhere on your WordPress site without the awkward and conversion-killing “Account Creation” process that users hate. Instead, it derives all account information programmatically from the payment gateway, which makes for an incredibly simple process on the buyer side.

Simple is pleasurable. Simple converts. Optimize your conversion funnel and your business will be positioned for rapid growth.

Do this now:

  • Identify the the goals of your website. For example, if you’re a freelance photographer, it might be lead generation. So, you’ll want to make sure that you have a highly visible link to your contact page on every page of your website. If you’re selling a service that can be purchased online, add a “call to action” button to your homepage or sidebar. Make sure visitors can access these pages from everywhere on your website.
  • Limit yourself to 5 navigational links. Choose from these links: Portfolio/Services/Products, Testimonials, About, Contact.
  • If more navigational links are required, nest them under each of your main site navigation links using drop down menus.
  • Remove all navigational links from your checkout page.
  • Remove all footer text and links on your checkout page.
  • Add your very best testimonial above your checkout page.
  • Add live chat on your checkout page.
  • Throw in a free product for all purchases on your checkout page.
  • Add reassurance copy on your checkout page. Example: “We’ll refund your purchase if you’re not completely satisfied with your purchase.”
  • Add security seals to your checkout page.
  • Specify when you will respond to their email on your contact page. Example: “Please fill out the form below and I will respond within 24 hours during my regular business hours (Monday – Friday).”

Know Your Audience

Who are your visitors? Where do they live? What do they do?

Successful websites have a clear audience, with articles, landing pages and website copy that speaks directly to these visitors. So before you can optimize conversion funnels and plan an effective content strategy, you must define your target audience.

Target audience

Use these steps to help define your target audience:

  1. Define Similarities – What similarities do your visitors have? Are they magazine editors? Are they your fellow photographers? Are they newlyweds-to-be?
  2. Research Tendencies – Where do they hang out? What websites do they visit? What do they search for?
  3. Identify Problems – What problems do they have that you’re trying to help them solve? Where are they currently finding solutions to these problems?
  4. Connect – Connect with people in your target audience. Conduct interviews with them. Attend their meetups. Don’t stop until you deeply understand their goals and motivations (actually, don’t stop then, either).
  5. Establish Personas – At this point, distinct customer profiles should start to come into focus.  Describe your customers in written profiles, called personas. Each persona that you define might require a unique landing page that speaks specifically to their needs and offers to solves their problems.

Market Segmentation

Effective websites create unique website copy, landing pages and email lists that target each persona. This process of dividing a broad target market into subsets of consumers, businesses, or countries who have common needs and priorities, is known as market segmentation. While there are many ways to segment your visitors on your website, here are some of the most effective ones:

  1. Homepage – If you’ve identified three different visitor personas, you’ll want to include links on your homepage that direct to specific landing pages that are optimized for that persona. For example, let’s say that you’re target audience includes these three personas: Designers, Marketers, Startups. To segment these different types of visitors on your homepage, you could include a welcome message that says something along these lines: “We create beautiful websites for designers, marketers and startups.” Link the name of each persona to a dedicated landing page that speaks directly to their needs and priorities.
  2. Navigation Menu – Include the links to each of these dedicated landing pages as sub-menus in your main site navigation. These landing pages need be easily accessible from everywhere on your website, so creating them as navigational sub-menus solves that problem. Make sure the menu links say something like “for Designers,” “for Marketers,” or “for Startups.”
  3. Landing Pages – Create dedicated landing pages for each persona in your target audience. Use the name of the persona in headlines and body text. Interview one of your visitors who fits into this persona type and tell their story. When interviewing them, consider using questions like:
    A. What was your biggest fear before finding (your website)? How has (your website) helped you overcome that fear?
    B. What is your favorite part of (your website) and why?
    C. If you were to recommend us to your best friend, what would you say?
  4. Email – Include unique email signup forms for each persona. Segment your email list based on interests so that you can send them highly relevant emails. Consider setting up an email automation series for each segment. This helps you establish a relationship with your visitors, builds trust and keeps you top of mind.


If you’ve segmented your traffic based on their unique needs and they still didn’t convert, you might want to consider serving them highly relevant ads. Retargeting is a method of online advertising that serves ads to visitors who did not convert on the first visit (about 2% convert on the first visit, leaving about 98% who you can retarget). It’s a great way to remind visitors about your website as they visit other websites.

Here is where things get fun.

Since you’ve segmented your visitors with highly relevant landing pages, you can create highly relevant retargeting ads for specific segments. Let’s see an example:

John identified “designers” as one of the personas in his target audience. He created a dedicated landing page just for designers and linked to this page on his homepage and in his navigation menu. More than likely, those visitors who identify as “designers” landed on this page at least once during their visit.

John can now setup a retargeting campaign that serves highly relevant ads to just those designers who visited his “for designers” page, but who didn’t convert. Just like your landing page, you can tailor each retargeting ad to the needs and desires of each specific persona in your target audience.

Identifying your target audience opens up new opportunities to communicate effectively with all of your visitors while they are on your website and after they have left.

Do this now:

  • Define your target audience.
  • Define the personas in your target audience.
  • Create dedicated landing pages for each persona.
  • Link to these landing pages from your homepage and in blog posts.
  • Add links to these landing pages as navigational sub-menu links.
  • Interview your visitors who fit each persona and add their responses to each respective landing page.
  • Add email signup forms on each landing page and segment those signup forms based on interests.
  • Setup email automation to help establish a relationship with your email subscribers.
  • Craft highly relevant retargeting ads to visitors who didn’t convert.

Automate Reciprocity

Give back to your website visitors and exceed their expectations with small gestures – they go a really long way! How do you do this consistently?


In step 4 above (Practical Value) I mentioned that you should set up “email automation.” Email automation is simply a way that you can send out time-delayed emails after someone signs up for your newsletter or service. It also provides a great opportunity to exceed expectations. Here is list of emails that I recommend adding to your email automation workflows at MailChimp:

1. Introductory email – A friendly, personal email that welcomes users to your newsletter or service. Mention how they can get support, links to documentation, video tutorials and anything else that is useful. This email should be relationship-focused, be conversational and sent from the founder (you!). Let the user know that they can email you at anytime. Include a discount code at the bottom of the email. [Send this immediately after signing up]

2. Free download email – Send users an email with a free ebook/guide/download. Include a discount code that they can use or send to a friend. [Send 2 days after last email]

3. Educational email – A comprehensive email that educates your visitors. This should demonstrate your thought leadership and industry insight. [Send 5 days after last email]

4. Checking in email – A short, personal “check in” email sent from the founder (you) that simply asks how things are going. Offer to answer any remaining questions. [Send 2 weeks after the last email]

5. Feedback email – Send a short email asking for feedback. This lets them know that you’re listening and decidating to improving.

The five emails above are designed to exceed expectations. People are frequently much nicer and much more cooperative when you initiate small acts of kindness.

Do this now:

  • Setup email automation.
  • Configure five emails above in your email automation workflow.

A Final Word…

Many of the concepts contained in this article are integrated directly into the professionally designed website components (headers, signup forms, testimonials, banners, etc) here at Theme.Works. You’ll get a 10,000 mile head start and the final result will be beautiful, simple and optimized for conversions. We’d love for you to try it out!

Start Building Your Site Now


by Thad Allender

Thad is the founder of Theme.Works and Graph Paper Press. Previously, he produced online multimedia and documentary projects for USA Today including the inauguration of President Barack Obama and many others. He lives in Brooklyn, NY with his wife Abby.


  1. This was a surprisingly good read. Should probably be mandatory reading for people starting on new web projects partly because it reveals how much work is required. And also because of the refreshing take on social sharing buttons.

  2. Thanks for the great information! I only disagree with one thing you said; having sharing buttons. I share articles about 15-20 times a day, either on Facebook or Twitter. The accounts I share to are growing exponentially each day because I only provide useful information (like this article.

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