6 Elements of Engaging Websites That Convert

Once you get your website up, it has a job to do. For most companies that job is to explain the products and services being offered and convert visitors to leads and sales. It doesn’t matter how great you think your website might look if it’s not connecting with your audience.

If you are driving a lot of traffic to your website, but those visitors don’t seem to be contacting you to buy anything, then your website design may be missing the mark.

42% of people will leave a website if it has poor functionality, and 73% will leave if it doesn’t look good on mobile devices. This means that you could be losing most of your potential leads because your site is lacking some crucial elements.

If you’re looking to improve your website’s conversion rate, ensure that you’ve incorporated the following things.

Engaging Images

Images immediately draw a person in and make them want to read more. When asked to list the elements of a webpage that they value most, consumers put photos/images at the top.

Visual elements consumers value the most include:

  • Photos/videos – 40%
  • Colors – 39%
  • Videos – 21%
  • Typography – 19%
  • Infographics/charts – 15%
  • Animation – 12%

You don’t have to spend a fortune to get great images for your website. You can find many free-for-commercial-use image sites online, such as Unsplash, Pixabay, and Adobe Stock. Additionally, if you’re a Microsoft 365 user, there are several business-focused images in the platform’s free stock images section.


If your site isn’t designed to look good on both desktop and mobile devices, then it’s not only going to drive visitors away but also won’t be as easy for them to find. Google favors responsive websites in its search results because at least half of those searching on Google are doing it from a smartphone or tablet.

It’s vital these days that your web design be responsive, which means that it looks good and can be easily navigated no matter what size screen is being used by the person viewing it.


Call-to-Action on Every Page

You’ve laid out what you’re providing and how it’s going to help someone, now what should they do? You can’t just expect your website visitors to take that leap on their own, you need to guide them with a call-to-action (CTA).

Putting a CTA on every page pushes the viewer to take the next step, which might be to contact you, download an eBook so you have their email address, or directly place an order.

Some common CTAs are:

  • Buy Now
  • Learn More
  • Download a Free Guide
  • Contact Us Now
  • Sign-Up Today

CTAs are very effective when they’re used on an action element, like a button, rather than just hyperlinked text. This helps people interacting with your site feel as if they’re doing something more physical, such as pushing a button.

Speaks to Your Audience

Do the landing pages that your marketing campaigns lead to speak to the audience?

For example, say that you sell paints and coatings to both commercial contractors and homeowners. When advertising to contractors, you might highlight certain features such as your contractor discounts. When speaking to homeowners, your message is going to be different and target how easy your products are for people to apply themselves.

If you’re advertising to both groups, you wouldn’t want to send them to the same landing page. Instead, you’d want to create unique landing pages for each audience so you could target their unique pain points and explain how your solution solved those.

Here is an example of a landing page of Twin State Technical Services education services.

Plenty of White Space & Good Page Layout

A page that is full of blocks of text without any white space looks hard to read to someone landing on your website. They’ll most likely just leave rather than work so hard to learn more about your products/services.

You want to ensure your pages use good design basics that make them attractive and easy to read. These include:

  • Plenty of white space
  • Use of headers and subheadings
  • Use of bullet points
  • Paragraphs that only have 2-4 sentences max

Put Value Front and Center

Don’t make people go looking for the value you’re providing. Put your value proposition up front, above the page fold. You can explain in more detail further down on your page, but the goal is to grab them right away.

In the news business, there’s always been a rule of thumb that reporters use when writing their stories. This is to include the most important information first, then the next most important, then the additional details that provide more background on the topic.

This is also a good way to approach your website pages, so they capture a person’s interest right away.

Get Help Transforming Your Website 

Twin State Technical Services can help your Quad Cities area business improve your website design, content, and ADA compliance services to ensure it’s converting as many leads as possible.

Contact us today for a consultation. Call 563-441-1504 or contact us online.


References linked to:



Tips to Implement a Video Marketing Strategy – TSTS









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