10 Ways To Create A Website That Converts Like Crazy (Cheryl Laidlaw)

Cheryl Laidlaw

There are many web designers that can show you how to create a beautiful website—but what is really important are the elements that generate you sales and growth.

Let’s dive in to some essential website elements that turn browsers into customers:

1. Lead magnet

A lead magnet is a free offer you make in exchange for an email address (and possibly additional information). Your lead magnet needs to contain tons of value in order for your visitors to download it.

What makes a good lead magnet?

  1. Solves a real problem

  2. Promises one quick fix

  3. Quick to digest: PDF checklists tend to convert really well because they are so quick and easy to digest

  4. High value: your lead magnet should have both high perceived value and high actual value

  5. Instantly accessible: your lead magnet will work best if it is something that can be delivered right away. People love instant gratification!

  6. Demonstrates your expertise or UVP

Give your lead magnet a name

Your title needs to be bodacious. Here are a few words you can use to grab your visitor’s attention:

  • The Ultimate Guide
  • The Bonus Pack
  • The Resource Guide
  • The Checklist
  • The Secret
  • The Cheat Sheet

When you have finalized your idea you will need to convert this to a downloadable PDF designed to match your branding so you can continue to make a positive ongoing impression.

Some business owners are a dab hand at using online tools like Canva and Easil for their design work but I would highly recommend using a graphic designer for that professional finish to save your time, money, and reputation!

But this content doesn’t have to be in written form, it could be:

  • Valuable video clip
  • A presentation
  • Give away parts of your product or service
  • Free demo
  • Give away a 15-minute discovery call
  • Tutorial
  • Planner
  • Discount

Once you have put together your content or chosen your giveaway you will need to use an online tool such as Mail Chimp or Convert Kit to gather emails. Once again if you are comfortable and have the time, you can do this yourself, or alternately use a professional marketer to save time and money.

Where to put the lead magnet?

  • On your website
  • Put it as your social media bio link
  • Regularly post about it on social media

2. Testimonials

88% of people say they trust online reviews as much as personal recommendations.

It’s really important to ask your clients for feedback on your work so you can use their kind words for promotional reasons, as well as improve your service over time with their additional suggestions.

I ask my clients to fill in 8 questions:

  1. What problem(s) were you trying to solve with my service?

  2. What made our product or service stand out from other options?

  3. What made you happiest about working with me?

  4. What have you been able to achieve since using my service?

  5. What’s the main reason you recommend our product or service?

  6. What are three benefits you’ve experienced as a result of buying my service?

  7. What would you tell someone who’s considering building a website with me?

  8. Was there anything we could have done differently?

This exercise is great for a number of reasons. You can take the best snippets and promote them on your website and on your social media accounts.

Our attention spans are getting shorter. They say that the average attention span is down from 12 seconds in the year 2000 to eight seconds now! Using short testimonials is a great way to stand out, especially if the client can include a monetary success. Don’t be tempted to put the whole testimonial on your site if it’s too long. The best bits get watered down and your testimonial becomes stale.

If you want to go a step further, you could ask your clients for a video testimonial.

Here is a template you can use:


I wanted to say thank you for your business for [PRODUCT/SERVICE]. You’ve achieved fantastic results in the time we’ve been working together, so I wanted to reach out to see if you’d be interested in sharing a video testimonial about your experience using [PRODUCT/SERVICE]? You come across so well on camera and this would help me in helping other people that also need my [PRODUCT/SERVICE]. You will get a backlink to your website too which is great for SEO (Google Juice)

Thanks for your consideration of my request, and thanks for being a loyal [COMPANY] customer. I hope you have a great day and I’m looking forward to chatting again.



When it comes to evoking emotions, nothing beats video. When a customer is visibly thankful, relieved, or happy because of your product or service, potential customers will feel it, too. Go on, give it a try!

3. Include awards and credentials

Including your credentials on your website is a great way of getting attention for all the great work you have done in the past. If you have a 5-star rated service, or qualifications, awards, press—anything you can add to build trust and credibility, put it on your website!

Placing the logos of business customers on a company website can increase conversions by as much as 400%, according to Voices.com.

Too many business owners are too humble about showing these great pieces of gold nuggets, but they need to be visible in order to win over potential new business.

“What If I don’t have any awards to add on my website,” I hear you cry?

Well—get some!

There are hundreds or awards you can enter. You can find a list of UK-specific awards on this website:

You will need to spend some time choosing which categories to enter and then pluck up the courage to enter these awards because you will need to sell yourself like never before!

You can do it!

A lot of business owners that I speak to don’t think they are good enough to enter awards, but I can assure you everyone feels like this at the beginning.

I want to give you the confidence and encouragement to enter just one! Choose one and give it your best shot!

“But what if I’m no good at blowing my own trumpet…?” Then I would ask someone to write your entry for you. Entering awards can be time-consuming, so why not invest in a marketing expert or copywriter to give you a hand? Once you have this content, it’s much easier to enter for other awards in the future.

When will you enter your first award?

4. Appearance–great design

Of course, there is going to be a section on design! Design is what makes you stand out in your industry. You can stand out for all the right and wrong reasons.

I’ve seen many talented online experts, educators, and entrepreneurs that have shoddy design work, and this always tarnishes their reputation. (I can think of two right now that are in need of a revamp—but we won’t go there today!)

When it comes to design work, you need to trust your designer. I can’t stress this point enough! When you choose a designer, they will ask you a series of questions to understand who you are and your target audience.

Choose a designer that has a great website themselves. If they aren’t invested in their own business enough to make their website stand out, then this speaks volumes.

5. Use awesome images

Images, images, images! I have a photoshoot at least 4 times a year—not because I’m vain, but because my clients and potential clients need to see me. People do business with people.

Studies show that people remember 80% of what they see and only 20% of what they read.

In the past, business owners used to hide behind their brands—but we know now that personal branding is important for positioning yourself as a thought leader and expert in your area of expertise.

Having a professional photoshoot will help to maximize your selling price and create a quicker sale. Get yourself in front of your brand!

If you’ve got the above covered, then bravo! If you are looking for more images to put into your blogs and general content then you can use a stock library such as iStock, Shutterstock, Styled Stock Photography, or my favorite, Moyo Studio.

6. Add video

Video is a great way to humanize your brand and connect with your website visitors. I highly recommend that you have a video on each of your website pages.

If you want your website visitors to digest every bit of information you share, introducing videos can help to do that faster than information they read. Videos are undoubtedly an excellent complement to your copy and will strengthen your message overall.

Reports published in animaker.com have confirmed that 88% of visitors prefer to stay on a website when there are videos.

And to add more value, video also improves your rank on the search engine results pages.

What are you waiting for?

7. Use a calendar system

Calendly helps you schedule meetings without the back-and-forth emails, which makes everyone’s life easier and more efficient so you can focus more on your business—and yes, you guessed it, make sales!

Calendly is linked to Office 365, Google, Outlook, and apps such as Zapier, Salesforce, and Stripe.

Just add a button to your sales page and get your website visitor to schedule a time with you (15 minutes is enough).

Almost six in ten buyers want to discuss pricing on the first call—so getting them on the phone is crucial.

This takes less than 20 minutes to set up and will keep your calendar organized.

8. VideoAsk

This is a great new tool that I have just discovered. VideoAsk is a simple and effective way to get closer to your audience using video. It’s specifically built for what it calls “video conversations” and is particularly suited for surveys, sales processes, and market research.

Stand out from your competition by using this great new tool. It’s easy to use and will help you to convert sales.

9. Live chat

A major reason why so many companies are swearing by live chat is that it’s significantly boosting their sales.

To send an email, your customers have to leave your website. With live chat, visitors don’t have to spend time searching for contact details or email addresses. They simply land on your website and launch a session.

By adding live chat to your website, you’re taking away all uncertainty. It shows you’re there to answer questions that may arise in the checkout process. Transparency is a key factor for building trust in online businesses.

Check out manychat.com to create your bot today or ask an expert to help you.

10. Creating FOMO

“FOMO” stands for the fear of missing out, and it’s a psychological trigger humans can’t help responding to.

According to a study of the phenomenon published in Computers in Human Behavior, FOMO is “a pervasive apprehension that others might be having rewarding experiences from which one is absent.”

There are many ways to create FOMO on your website, here are some ideas:

  • Show that people are buying
  • Highlight missed opportunities in your messaging
  • Show stock levels
  • Make your visitors watch the clock
  • Offer a one-shot deal with exit-intent®
  • Limit free delivery
  • Let your content expire
  • Show social proof
  • Offer rewards for early decisions makers

It’s easy to convince people to take action when they see other real people doing the same thing.

There is a tool called TrustPulse that pops up on the bottom left hand side of your screen which shows how many people are taking action in a given period.

Here is an example:

Screen Shot of a TrustPulse pop-up that says, "Janet just signed up for Trust Pulse! 5 days ago by TrustPulse" and has an indicator pointing to it that says, "Actual activity on this site!"

So, is your website generating sales? If not, it’s probably time to revamp it and introduce some of the essential website elements I shared with you today added.

I would love to know what you’ll add to your website? Let me know on social media @londonwebgirl or comment below.

Cheryl Laidlaw @cheryl2
Hi, I’m Cheryl Laidlaw, A Designer, Digital Marketing Strategist, online Curator, and Tech Futurist helping business owners launch what they love through Branding, Web Design, and Web 3.

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Does your website feature any (or all) of these suggestions?

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Wow! I am bookmarking this for when I need to 1. recreate my own website 2. advice a (new) customer on how to improve theirs. This is a great checklist for SMM doing a social media audit! :wink:


Every time I read something like this I just want to tear down what I have and start over! But it’s easy enough to work some of the tips in without starting from scratch…which is probably a better plan. :wink:

1 Like