How to Get Potential Clients to Convert by Improving the User Experience of Your Website

When it comes to turning visitors into paying clients, a seamless and engaging user experience (UX) is non-negotiable. From layout and image placement to strategic calls-to-action (CTAs), every detail on your website influences how users navigate, engage, and ultimately convert.

In this post, we’ll cover actionable strategies to improve your website’s UX. Whether you’re a small service business or a creative professional, these tips will help your site work harder for you.

1. Optimise Your Layout for Easy Navigation

A cluttered or confusing layout can quickly frustrate users, leading them to leave your site before taking any action. A clean, intuitive design ensures visitors find what they need effortlessly.

What to Do:

• Keep Navigation Simple: Limit your main menu to 5–6 key items (e.g., Home, About, Services, Portfolio, Contact). Use dropdown menus sparingly to avoid overwhelming users.

• Use Visual Hierarchy: Place the most important content (e.g., your services or value proposition) near the top of the page. Use bold headlines, subheadings, and clear sections to guide users.

• Create a Logical Flow: For example, a service business might structure their homepage like this:

  • Hero section with a clear tagline and CTA.

  • Brief introduction about your business.

  • Featured services or case studies.

  • Testimonials or trust signals.

  • Final CTA encouraging contact or bookings.

2. Place Images with Purpose

Images play a crucial role in creating a professional and inviting website. But poorly placed or irrelevant visuals can distract users and dilute your message.

Best Practices for Image Placement:

• Use High-Quality, Relevant Images: Replace generic stock photos with images that reflect your brand and services. For example, a garden designer might use before-and-after shots of their projects.

• Align Images with Text: Pair images with relevant content to create context. For example, an image of a finished project next to a description of your design process.

• Be Strategic About Placement:

  • Hero images should evoke emotion and grab attention.

  • Use images to break up text-heavy sections and maintain engagement.

  • Ensure images don’t overpower CTAs or crucial information.

3. Create Engaging, Clickable CTAs

A call-to-action (CTA) is the bridge between browsing and converting. The language, design, and placement of your CTAs can make or break their effectiveness.

Tips for Better CTAs:

• Use Action-Oriented Language: Instead of “Submit” or “Learn More,” try engaging phrases like:

  • “Let’s Get Started!”

  • “Transform Your Space Today.”

  • “Get Your Free Consultation Now.”

• Place CTAs Strategically:

  • Include a CTA in the hero section, above the fold.

  • Add secondary CTAs at the end of key sections (e.g., services or testimonials).

  • Place a final CTA in the footer or contact page.

• Design CTAs to Stand Out: Use contrasting colours, larger buttons, or hover effects to draw attention without disrupting the overall aesthetic.

4. Improve Mobile UX

With the majority of web traffic now coming from mobile devices, your site must be optimised for smaller screens.

Mobile UX Checklist:

• Responsive Design: Ensure all elements resize and reposition smoothly on mobile.

• Clickable Buttons: Make sure CTAs and menu items are large enough to tap easily.

• Streamlined Content: Avoid long paragraphs—use short, scannable text with clear headings.

• Fast Load Times: Compress images and minimise unnecessary scripts to improve speed.

5. Build Trust Through Testimonials and Social Proof

Trust is a key factor in conversions. Showcasing your expertise and credibility reassures visitors that they’re making the right choice by choosing you.

How to Do This:

• Feature Testimonials: Place standout quotes on your homepage or create a dedicated testimonials page. Short, high-impact quotes like “Jane transformed my website and doubled my client inquiries in just 30 days” work wonders.

• Display Google Reviews on Your Site: Use tools like Elfsight’s widget to embed Google reviews directly onto your website. This creates instant credibility by showing real feedback from real clients. Visitors trust reviews they can verify, so pulling in your 5-star reviews from Google boosts confidence in your services.

• Highlight Results: Include statistics or achievements like, “Over 150 successful projects completed” or “Trusted by small businesses across the UK.”

• Use Logos or Badges: Showcase affiliations, certifications, or media mentions to enhance credibility.

Ready to Convert More Clients?

Improving the UX of your website doesn’t just make it look better—it creates a smoother, more enjoyable experience that leads to real results. From strategic layouts to compelling CTAs, every element plays a role in turning visitors into clients.

Want expert help improving your website? As a professional Squarespace designer, I specialise in creating stunning, user-friendly websites that convert. Contact me today for a free consultation and let’s make your site work harder for you!