The Impact of Good Website Design on Your Conversions

Great content, social engagement, quality products, and great deals are all things that lead customers to purchase products. However, in any given niche, there are plenty of companies that offer of all these things. In spite of this, not all businesses are as successful as others. For many, the missing piece is great website design. To use design to maximize your conversions, here are a few things to try.

Add Elements of Trust

Conversion requires trust. Whether it’s passing along a credit card number or sharing an email address, customers must know they can trust you with some level of personal or financial information.

Even if the action is as simple as hitting the share button, users want to feel comfortable passing along your information to their own friends and followers. Today, more than ever, people are aware of what can happen when that information lands in the wrong hands. Adding trust elements to your landing page can help assure visitors and increase the likelihood of conversion.

Elements of trust include:

  • Trust Badges
  • Customer Testimonials
  • Partner Badges
  • Product Pictures and Demo Videos
  • Social Proof

There are other actions you can take to build trust with your audience. First, make sure your contact information is prominently displayed and complete. Include a page on your site with your company history and mission statement, familiarity can build trust. Finally, include pictures of your business and team members on your website. This adds legitimacy. 

Place a Prominent Call to Action

Your call to action may only contain a few words, but it is the last thing potential customers see before they make a final decision to convert (or not). It deserves a significant amount of time and attention. There are plenty of things to consider.

  • CTA Button Color
  • Button Text
  • Position: Above The Fold, To Right or Left, at The Bottom, or Floating
  • Text leading into the CTA Button

It is not unusual for web designers to A/B test several incarnations of a CTA button. It’s important to consider how well a button performs with different audiences, whether or not different browsers make any difference, and if the button is attractive enough for mobile users. 

Follow Good Design Practices 

Are you familiar with the following?

  • Divine Proportions
  • Fitts Law
  • Gestalt Psychology
  • Occam’s Razor
  • The Rule of Visual Hierarchy
  • Paradox of Choice
  • The Rule of Thirds
  • Positive and Negative Space

You may know some of these because they are concepts that exist outside of web design. Others may not be familiar at all. All of these are principles applied by professional web designers to create high converting pages. If you have designed a page that is converting as desired, you may happlied some of these concepts without even realizing it.

What if this isn’t the case? Do you need to take a class to master the fundamentals of web design? Not necessarily. The designers at TemplateToaster already have these skills. They have applied them to the many website templates they have created for customers like you. 

Never Forget Great Content: No Matter How Small

In good web design, content isn’t an afterthought. It is an integral part of the user experience. Content that is badly written, formatted poorly, or otherwise difficult to read can cause increases in bounce rates as well as a reduction in conversions.

This is why so many web designers are now partnering with UX writers early in the design process. They can help ensure that on page content and micro content contribute to a better experience and better conversion rates.

Those who work with companies in foreign markets also use translation professionals to ensure that the content is translated and proofread in a way that retains the same quality and relevance. By taking these extra steps to ‘localize’ content it becomes easier to reach new audiences.

Good designers are moving away from the standard of designing web pages, filling in content spaces with ‘lorem ipsum’ filler and then passing it along to content writers to who then fit content into whatever spaces are available to them. Instead, UX writers and designers work together so that web pages can be designed to optimize content presentation.

Use Short Forms to Avoid Frustrating Customers

Order forms and subscription forms are both necessary conversion tools. Unfortunately, when they are designed to be too long, customers are more likely to become frustrated and drop out before they finish converting. Long forms can also build distrust if customers begin to question why they are being asked for so much information and how that information might be used.

By simply making forms shorter, or making it clear that certain fields are optional, designers can streamline the conversion process. Customers who are in a hurry or simply don’t feel comfortable sharing much beyond the basic contact information needed can do so. Marketers who wish to collect that information can provide incentives for including it, rather than make it mandatory in order to convert. 

Make Sure Pages Load Quickly and Are Mobile Friendly

The internet has made people impatient. They expect page load times to take only a few seconds. Any longer than that, and they are likely to go elsewhere. Pages that don’t perform well on mobile receive an even more hostile reaction. Web designers must design for performance and optimization in order to get conversions.

This is why testing websites while keeping an eye on speed is key. Tools such as Google’s Page Speed Tools, can be used to get an overall pagespeed score. They can also be used to learn tips for increasing page speed. 

Segment Users to Create an Optimal Experience 

Unless you have a very homogenized customer base with very similar demographics, needs, and interests creating a website that offers a singular experience could be a mistake. Instead, you might consider segmenting your audience and creating personalized website experiences based on data that you collect and customer personas that you create. For example, you could personalize web design based upon factors such as:

  • Purchase history
  • Age and gender
  • Options selected by visitors entering your site
  • The ad or social media site they were on when they clicked into your site
  • Interests
  • Geography

With personalized experiences, users can see products, content, videos, and other messaging that more specifically addresses their needs and interests. For example, an online travel agency could create separate website experiences for luxury travelers, budget travelers, family travelers, and adventure tourists.


Great web design ultimately leads to better performing websites and improved user experiences. Well-designed websites create confidence that your business is trustworthy as well. By applying the principles of good web design, you can improve your conversion rates measurably.