By John Eberhard

At Real Web Marketing Inc., one of our primary services we have delivered since the beginning has been web design. And we feel we are very good at it.

Our approach or our philosophy on creating websites, is creating conversion-focused websites.

So what is a conversion-focused website? Well a conversion in this case is defined as someone who visits your website and then contacts you in some way, either by filling out a form on the website or by calling you.

So a conversion-focused website is one that is set up in order to maximize the number of visitors coming to that website, and getting the most number possible to become a conversion.

How About Your Website?

So is your website a conversion-focused website? Chances are that unless you have worked with a marketing consultant who has this approach, that it is not. But really the main question you need to ask yourself, is whether or not your website produces leads for your business on a regular basis.

If the website does not produce leads on a regular basis, you may have started to consider the site to be just a cost (hosting, re-design every few years) instead of being a marketing asset.

But a website CAN be made into something that can produce regular conversions for your company.

How Do You Do It?

This article is a short answer to that question of course, but the basics for creating a conversion-focused website include:

  1. The site has all the basic functionality in. In other words, it works, has adequate security so it doesn’t get hacked, it has decent loading time, and is error-free.
  2. The site looks modern, doesn’t look 10 years old. Good design.
  3. The site has Google Analytics on it so you know how many visitors are coming to it every week, and what pages they are going to.
  4. The site is set up to be mobile friendly, so it displays correctly to over half of the people who are visiting your site, who are doing it on a mobile phone.
  5. You have clearly identified your target public for this product or service, and the site is set up to appeal to that public.
  6. The site has quality content.
  7. The site has a phone number prominently displayed and has a contact form.
  8. The site has one or more items on it that are referred to as “lead magnets.” These are items such as a free download where the visitor has to give his name and email to get it. This builds your email list. If you have more than one product or service, you may need more than one lead magnet.
  9. Once a person fills out one of the forms on your site such as on the contact page or for one of the lead magnets you have, they receive a series of pre-prepared emails that give them more info on and sell your product or service. They also go onto your list to receive your email newsletter.

Lead magnet download items are typically a report of some kind, that speaks specifically to the “pain points” that your target public has, i.e. problems he experiences that are solved by your product or service. The lead magnet can also speak to the benefits he would receive from getting your product or service, but should not just be a list of features.

Lead magnets, by their topic, will attract people who are the right public for your product or service. Then, you have their email and so can communicate with them repeatedly until they are actually ready to buy your product or service.


So the moral of the story is that your site CAN be set up to get conversions, get leads and make money for your business. But it has to be set up as a conversion-focused site.