How to Create a Website That Sells

A company’s website can make or break a sale. It’s often where potential customers land after seeing a social media post, an advertisement, or a recommendation. At that moment, your website needs to do the heavy lifting—turning interest into action. No matter if you’re selling products or services, your website design and what it says play an important role in converting visitors into paying customers. A well-crafted site builds trust, clearly communicates value, and drives users to take action, while a poorly designed one can lead to lost sales.

That’s where conversion-centered design (CCD) comes in.

What is Conversion-Centered Design (CCD)?

Conversion-centered design (CCD) is a strategic approach to web design focused on guiding users toward a specific action, like making a purchase or filling out a form. Using techniques like visual hierarchy, clear calls to action, and a seamless user experience, CCD aims to eliminate distractions and streamline the user’s journey, increasing the likelihood of conversion. Every design choice is intentional, crafted to create an intuitive path that guides visitors toward a specific goal, making it a powerful method for enhancing website performance and achieving business objectives.

1. Make Your User Experience (UX) Seamless and Intuitive

Your site’s design should prioritize an easy, frictionless user experience. If users can’t find what they need within the first few seconds, they’ll leave, negatively impacting both the user experience and your conversion rates.

Take a step back and evaluate your website. Is the path from landing to conversion clear? What could be slowing visitors down or causing confusion? Whether you’re aiming for visitors to book a service or purchase a product, each page should align with your end goal. Every step of the user journey should enhance the user experience by guiding visitors smoothly toward a conversion and providing all the necessary information without distractions.

2. Visual Hierarchy: Direct Attention to Key Areas

The visual structure of your site should leverage the principles of visual hierarchy to direct users’ eyes to the right places, guiding them through the information in the order you intend. Think of it like storytelling—much like a comic book strategically places word bubbles and visuals to lead your eye, your website’s layout should use visual hierarchy to draw attention to key messages.

Every element should work together to ensure the flow makes sense and helps users understand what they see. Take your homepage, for example. It should clearly and immediately communicate what your company does. Your product or service and its benefits should be front and center. If you’re selling a product, its purpose, advantages, and key features must be easily visible—using images, videos, or graphics to guide attention. For service-based businesses, ensure visitors can quickly find out what you offer, the benefits, the cost, and how they can get started—all within seconds of landing on your site.

What to do:

• Use clear headings and subheadings to break down content.
• Make key messages like value propositions stand out with bold fonts and contrasting colors.
• Use strategically placed images and videos that support your content to draw attention where you want it.

A helpful test is to put yourself in the shoes of someone who has never heard of your company and look through your website. Can you easily find the basics: who you are, what you do, how it works, where to find more information, and what it costs? Answering these questions isn’t difficult—it’s often just a matter of keeping things simple. Many people overcomplicate their site and lose sight of what a new visitor wants to know.

3. CTAs: Place Them Right, Make Them Count

A well-placed call to action (CTA) is crucial for conversion. If your CTAs are scattered haphazardly or don’t clearly state the next step, you’re missing out on potential leads and sales.

How to Optimize CTAs:

• Above the Fold: Ensure your primary CTA is visible without scrolling.
• Repetition is Key, but so is Balance: Repeat CTAs throughout your page, especially after major sections but make sure you don’t litter your site with CTAs or it might look spammy.
• Use Contrasting Colors: Make your CTAs stand out from other content to draw the eye.
• Be Action Oriented: Be clear and direct in what a CTA will enable a user to do. CTAs such as “Get Started,” “Book Now,” or “Try Free” are more direct and specific than “Submit.”

4. Think Mobile-First: Optimize for Small Screens

With many users browsing on mobile, you must make your site mobile-friendly. A negative mobile experience will lead to high bounce rates and missed conversions.

Mobile Optimization Tips:

• Keep your content simple and focused—don’t overwhelm users on smaller screens.
• Ensure buttons are large and easy to tap.
• Shorten forms so they are easy to fill out quickly.
• Faster load times are essential; compress images and streamline code.
• Make sure if anything is interactive, that it is configured to perform well on mobile devices.

5. Build Trust Through Layout and Content

When visitors land on your site, they need to know immediately that you’re credible and trustworthy. A clean, professional layout and content geared toward the user’s needs build trust.

Ways to Build Trust:

• Use Social Proof: Use testimonials, reviews, client logos, or trust badges.
• Clearly Highlight the Benefits: Focus on how your products or services solve users’ problems. Speak to their needs and goals.
• Use Quality Imagery: Invest in professional photos or graphics—users can tell the difference, and it matters.

6. Simplify Navigation: Keep It Clear and Clean

A complicated or cluttered navigation menu can be a conversion killer. Too many choices will overwhelm users and make it hard to find what they want.

Navigation Tips:

• Limit the number of menu items to keep users focused and guide them to where you want.
• Use dropdowns sparingly to avoid overwhelming users and hiding important content. Simple navigation keeps visitors engaged and guides them toward conversion.
• Consider adding a search bar if you have a lot of content or products to help users quickly find what they’re looking for.

7. A/B Testing: Iterate for Better Results

If you’re looking to improve conversions, consider A/B testing. Testing different versions of your site allows you to see what works and make data-driven decisions to refine your design.

What to Test:

• CTA Buttons: Test placement, text, and color to find the most effective setup.
• Visuals: Try different imagery, like lifestyle photos versus product shots, to see what resonates with users.
• Form Fields: Shorten or adjust forms to see how they affect conversion rates.

8. Consistency Across Touchpoints: Reinforce Your Brand

Your messaging, tone, colors, and visuals should be consistent not just across your website but also throughout your social media, email campaigns, and any other marketing channels. An integrated approach creates a cohesive brand experience and a seamless user journey that reinforces trust and recognition. Any inconsistency, no matter how small, can disrupt that experience and make users question the legitimacy of your company—potentially costing you conversions.

Conclusion

Optimizing your website for conversions is all about making strategic design choices that guide users to take action. Refine the user experience, highlight key messages through visual hierarchy, place effective CTAs, and continuously test and iterate for results.