Web marketers obsessed with perfection can spend literally endless hours figuring out the best website design for getting the most sales.

It’s called “conversion optimization,” and some businesses shuck up €20,000 – €50,000 to optimize a single web page over a course of months.

But that’s on the extreme upper end.

At the entry level, it makes sense for SMBs to check a few key areas for quick and big wins:

  1. Calls-to-Action

You should have just one prominent call-to-action “above the fold” (the part of your website immediately visible without scrolling when you first visit).

This could be clicking a button, or calling a phone number.

Your entire home page should have 4 calls-to-action at most.

If you break either of these rules, visitors get confused, and fewer take your desired action.

  1. Headline Testing

Your website’s headline is one of the first and most immediately visible elements your visitors see.

It needs to get their attention. It must be different than what all the other companies like yours say.

If you’re an HVAC contractor, “Save Money on Your Energy Bills” is a nice start. But that’s what everyone says.

So you don’t stand out, and fewer people call.

If you say,”We’ll Keep You Comfortable All Year Long,” you’re saying something different that customers want.

To find other headline ideas, listen carefully to the actual words your customers use to talk about the biggest problem you solve for them. Include some of those words in your headline.

This builds a connection with more of them, and you get more calls and e-mails.

Customers want to save money on their energy bills too. So you can talk about that.

But it’s not what you should focus on in your headline.

  1. Test the Words on Your Call-To-Action Buttons

Again, this is just about always the same at every website for your visitors. Let’s say you’re that same HVAC contractor.

Most forms or calls-to-action end with “Get Your Free Estimate” or similar language.

Expert copywriter Joanna Wiebe offers this simple formula for writing button copy that gets more clicks and conversions:

Think from your customer’s perspective, and fill in the blank: “I Want to ________”

Customers don’t get overly excited about getting a free estimate because every HVAC contractor offers that.

So in the blank, show your customers how to get a benefit or avoid a painful problem.

It might be:

“I Want to Get My Free Estimate And Stay Comfortable All Year Long

Your Results Aren’t Guaranteed, But They’ll Likely Be Much Better

Even though these changes sound small and simple, they can have a big impact on the calls and clicks you get from your website.

You can literally experience an increase of several hundred percent when you make just one of these changes.

I can’t promise what will happen for you. Every website is unique. But it’s worth your time and effort to test once you have a nice flow of traffic to your website.