Over the years, we have read countless blog posts about how to best attract new customers to a business. While acquisition is of very high importance, conversion and retention are actually harder - but much more beneficial for small businesses in the long run. Most of the small businesses our clients serve are unable to pay for campaigns. For this reason, it is important to optimize the site for conversion as much as possible so they don’t lose the customers who visit it. Based on conversations with our clients, who always look for the best ways to maximize conversions, these are suggestions to help you elevate your small business customers’ conversion.

First, you need to define specific goals that you want to achieve. These can be divided into two categories:

  1. Daily conversion goals
  2. Campaigns

This post will cover daily conversion techniques. These are on-going actions that can be taken to produce leads and conversions on a regular basis. In other words, utilizing the website’s existing traffic.

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Select a Single Call to Action

Small businesses generally have one, single conversion goal focused on either lead generation or direct conversion, such as booking an appointment or making a purchase. Once the specific action expected of the visitors has been determined, the rest of the site should be focused on leading to that call to action. Essentially every website page needs to be treated as a landing page. For example, a small pizza parlor using our platform had a new functionality that enabled their customers to order pizza online. The client requested that the order functionality be available from each page on the website (instead of the phone number), which lead to an increase in sales directly from the website, and a decrease in phone calls to the restaurant, both saving the pizza parlor time and reducing the chance of human error when taking the order.

If an SMB client is a hairdresser, the call to action (CTA) can be appointment booking. For a law firm, the CTA may be leaving information for a consultation. Customer-facing SMBs would have a CTA leading their customers to make a purchase online.

Collect Emails

For some businesses, conversion is simply collecting email addresses of potential clients. They can offer valuable information or incentives for customers signing up to receive relevant content before making a purchase. For example, a fashion website can offer a catalog each season, while other sites may offer a monthly newsletter. An effective email subscription tool could be a coupon either for first time visitors or for anyone who hadn’t previously signed up - either way, make sure that the incentive is strong enough to cause people to willingly give you their names and email addresses. For ecommerce businesses, offer a first time buyer a coupon with a short expiration date, which can promote quick conversion to purchase. This is an ongoing promotion to the website’s users that only requires the initial set up, but will, on a regular basis, lead to sign ups.

Use Exit Intent Popups

An easy way to retain clients who are already on the website, exit intent popups can include an interesting offer or even creative copy that may not lead to a purchase, but would lead to newsletter sign ups.

Eliminate Obstacles

Seemingly small things can increase conversion dramatically. For example, providing information a customer needs in order to make a booking (so that they don’t need to make a call) or minimizing the number of fields in the booking form: often their name, phone number, and email address is enough; there is no real need to ask for their home address, for example.

Use Pictures Wisely


Photos are an integral part of landing pages, but we would advise against using regular stock images. If you must use stock images, use custom and creative stock photos. Unsplash, for example, provides amazing free high-resolution photos.

Some businesses would benefit most from creating their own photos. A restaurant should have a photo shoot of their dishes and interior and use those on their website and social media channels.

Be Technically Compatible

Consumers are continuously shifting their browsing from their computers to their mobile phones and tablets, so websites must be optimized for all devices. Google does not like websites that are not mobile-optimized. Additionally, multiple studies show that slow-loading pages increase page abandonment, so make sure your SMB’s website loads quickly on all devices.

Even if your customer has a very low budget or none at all, you can find many options that aren’t related to campaigns that can be implemented immediately. Of course, these aren’t the only techniques to optimize conversion, however these are some ideas for more advanced and creative ways to convert other than the regular methods, which all come at a very low cost, if at all. Next time, we will post part two of our conversion optimization series, focusing on campaign conversion techniques.Camilyo_Logo_gray C only small.png