How to increase your website conversion rate: 11 changes ranked by effort
In short
Raising a conversion rate is about removing reasons to leave. Start with the changes that take an hour (headline, call to action, phone number), then the ones that take a day (prices, form, reviews), then the ones that change how you answer visitors (instant answers, calculators).
Changes that take an hour
- Rewrite the headline: what you do, for whom, where.
- One main call to action, same wording on every page.
- Phone number and email visible in the header on mobile.
- A clear Google description for your main pages.
Changes that take a day
- Publish a price range or a starting price for your main services.
- Cut the form to three or four fields.
- Put recent work and reviews next to the call to action.
- Fix mobile issues: tap targets, slow images, forms that break.
Changes that change how you answer
- A quote or ROI calculator that gives a number from the visitor’s answers.
- An agent that answers questions at night and takes the request.
- Same-day follow-up with the range in writing.
How to know it worked
Note visitors and leads for the month before a change and the month after. Change one thing at a time on low-traffic sites; with little traffic, a week is too short to tell.
FAQ
What is a good conversion rate?
It varies a lot by business and by what you count as a conversion. Track your own rate over time.
Does showing prices lower conversions?
It usually lowers unqualified requests and raises the share of serious ones. See the guide on showing prices.
Is A/B testing worth it for a small site?
Rarely: you need a lot of traffic for a reliable result. Make one clear change and compare months.
Which change has the biggest effect?
For quote-based businesses, answering the price question is usually the biggest.