8 free services that will help you to get more conversions to sales and enquiries from your websites visitors.
Smart businesses focus on converting more of the website traffic they already have.
Less savvy ones continue pouring time and money into driving more visitors to websites that aren’t equipped to turn that traffic into enquiries or sales.
I recommend asking these key questions about just one product or service you offer on your website:
This page – along with others it links to – outlines the practical steps you can take to outperform your competitors by converting more of your existing traffic.
When you get this right, you can confidently invest more into marketing, knowing your website is doing the job it’s meant to do – converting visitors to enquiries and sales.
8 free services that will help you to get more conversions to sales and enquiries from your websites visitors.
When you’ve experienced website success from the free services you may want more via the paid services.
A wide range of useful articles I’ve written, all focused on the topic of how to get more enquiries and sales from your website visitors.
While mostly anonymous (they like to eep their secret weapon away from competitors!), here are some examples of how I’ve helped clients.
Your number of website visitors is of little importance compared to how many of those convert into enquiries or sales.
Although sometimes the issue is lack of website traffic, it’s more typically problems with how effectively the website guides potential customers toward taking action.
By applying proven conversion rate optimisation strategies, you can significantly improve conversion rates, resulting in more website enquiries, increased contact requests, and higher lead generation.
This page outlines the best practices for boosting conversions, summarising strategies that work for all businesses at no or minimal cost, and linking to further details on each strategy. If you have any questions about these recommendations, or just want a friendly chat about your own challenges with getting more conversions from website visitors, please do contact me.
When analysing website conversion performance, businesses often compare total visitor numbers to the number of enquiries received.
This can create a misleading impression of how well a site is performing because not all website visitors have the potential to become customers. By including those non-relevant visitors in performance analysis, conversion rates can appear to be lower than they truly are.
Many website visitors will never convert into an enquiry or sale. These include:
If you measure conversions based on total website visitors, then your conversions ratio will appear lower than it actually is.
By removing irrelevant visitors from your data, you’ll gain a more accurate measure of website lead conversion performance.
For example, let’s say that you have:
You may think that’s a 2% conversion rate.
However, after removing irrelevant website visitors (e.g. people from countries you don’t serve) you discover that those two enquiries came from 40 visitors that were actually from your target market, which means you had a real conversion rate of 5%
It’s so important to understand your website conversion rate as it relates to website visitors that were potentially beneficial to you. I’ve covered this topic in a lot more detail on this page, which I encourage you to spend time on: https://websuccessinsights.com/knowledge-hub/what-is-a-good-number-of-website-visitors/
Visitors to your product or service pages often compare multiple websites before deciding who to contact. If your page is unclear, uninspiring, or lacking key information, potential customers will leave and choose a competitor instead.
Before making changes to your own website, you need to analyse competitor websites to identify strengths and weaknesses.
The method I recommend is as follows, and can be undertaken over a series of days or weeks.
Make a list of your competitors.
If you don’t know who they are then search Google for phrases relevant to your industry and list the competitor websites that appear.
This step will take up as much time as you want it to but the more time you take, the stronger your updated product/service pages will be.
Open up a document (e.g. Word or a Google Doc), which will become your scrapbook of what your competitors are doing right (and that are likely to be getting them more conversions than you’re getting).
The list of positivity you will find in other websites is going to be varied, but here are some of the more common discoveries, mainly on product/service pages but also within the website structure overall …
1. Imagery related to the product/service. This is covered in more detail further down.
2. Videos (not too long) related to the product/service. This is covered in more detail further down.
3. Case study excerpts directly related to the product/service, enabling the visitor to click through to detailed case study pages. This is covered in more detail further down.
4. Testimonials directly related to the product/service.
5. Clear pricing or indications of pricing. This is covered in more detail further down.
6. Guarantees.
7. Product/service descriptions/specifications on the website page as well as available in downloadable PDF form.
8. USPs – what unique selling points do they have compared to yours?
9. Focus on the experience of their team – how strong are your competitors’ pages compared to your own?
10. Search bar to enable fast finding of products or services.
11. Easy contact options within each product or service page.
12. Live chat. This is covered in more detail further down.
I recommend that you view your document of competitors analysis in this way:
Some competitors have more strength in a range of ways …
… but none of them have got everything right.
When your website gets everything right, even if visitors explore competitor sites, they won’t find the same level of strength and clarity they experience on yours. Your opportunity lies in perfecting your website so that visitors are far more likely to turn into valuable enquiries and sales.
BUT you can’t do everything at once – you have to prioritise in line with your available time and resources.
This step is about reviewing your scrapbook of positive ideas from competitor websites, ideally with others in your business. If you’re working solo, consider talking it through with trusted people outside your business. Gaining different perspectives at this stage can be incredibly valuable.
First, categorise each positive element into groupings of:
1. Can work on now.
2. Will need more finance/time/resources.
Focusing initially on the ‘Can work on now’ grouping, make a list of website strengthening activities that you can undertake in the weeks and months ahead.
You can’t achieve everything at once unless you have extensive resources, so it’s best to create a list and then further divide each list item into a series of manageable steps.
For example, if you’ve identified that you want to have five case studies for each of the products/services that you provide, you would break that down into sub-tasks …
1. List your products/services down the left-hand column of a spreadsheet.
2. Number five columns across as ‘Client 1, Client 2, Client 3, Client 4, Client 5).
3. Write client names next to each product/service you offer. If you get stuck on this, refer back to your invoicing over recent months and years, which will uncover potential case studies.
4. Draft one or two case studies per day until you have them all complete. Create a summary excerpt for each case study.
5. Engage your web developer to implement those case study excerpts and detailed case study pages into the applicable product or service parts of your website.
6. Measure (using analytics and heatmapping tools) engagement with your product/service pages, seeing how people gravitate towards those case studies that you didn’t have before.
My recommendation is for you to take all your ‘Can work on now’ activities and break them down into individual bite-sized tasks that can then be diarised in so that time is allocated every day over the weeks and months ahead.
Tip: if you use ChatGPT you can ask it to take all those activities and break them down into time-specific chunks (e.g. 45 minutes per day) so that you can print it out and have it clearly in front of you.
Your ‘Can work on now’ tasks will take time to do, which is OK because none of your competitors are likely to be thinking in the same proactive way, so there is no rush.
What’s of key importance though is to be committed to the process and see it through.
One at a time, implement your day-by-day actions that you created in step 3.
This will take weeks to months so I recommend ensuring that there is an accountability partner (either internally or externally), who will share the excitement of results that you will start to see as each element is implemented.
Your goal should be to create product or service pages on your website that are stronger than all your competitors combined. That way, even if someone visits your site first and then explores others, those alternatives will feel underwhelming in comparison.
It’s easy to get distracted during this process. That’s why I recommend setting aside a regular block of time in your calendar, with a reminder to take the specific actions you’ve committed to – especially when other tasks are competing for your attention.
Some improvements will be quicker and easier to make than others, and that’s fine – starting with those can help you build momentum and get into a daily rhythm of progress.
Others, like writing case studies or gathering testimonials, will naturally take more time and effort. It can be tempting to put them off, but keeping a consistent mindset of “I want my website to convert better than my competitors’” will help you stay focused.
When I work with small businesses, I act as a ‘results as soon as possible coach’ – guiding people toward the quick wins while also helping to simplify the bigger, more impactful actions that boost website conversion rates over the long term.
If you’d like a free sounding board to chat through your ideas or challenges around improving your website’s ability to convert visitors into enquiries, feel free to get in touch.
Case studies are one of the most effective ways to convert website visitors to more solid leads, because they provide tangible proof of success.
Potential customers want reassurance that your service works and has impressed plenty of clients before. Case studies demonstrate real-world results.
Most websites get this wrong, creating either a case studies page or including a few links to case studies low down on the service or product pages that people are viewing.
When you think from the perspective of a time-poor website visitor, they are looking for a very quick answer to this question in their head:
Can you prove how good you are?
Your service or product pages should be structured like this:
With that structure you are effectively saying to the potential enquirer:
Instead of:
You can see a lot more depth about how to get case studies right on your website, via my page that covers case studies in extensive detail.
Many businesses hesitate to include pricing on their website, fearing they will deter customers or give competitors an advantage.
However, a lack of pricing transparency can significantly reduce website contact requests as potential customers leave in search of clearer information elsewhere.
You may be thinking one of more of these pricing-related thoughts;
All those points are valid.
They also stop you from gaining new enquiries from your website visitors.
Apart from there being a lack of case studies prominently displayed within your product or service pages, the second biggest barrier to increasing conversions from your website visitors is avoiding the subject of pricing.
I encourage you to visit my dedicated page on why having a pricing page matters. Whatever your current view, it’s designed to help you see things through the eyes of a potential customer – someone who’s deciding between you and a competitor who’s been more open about their pricing.
Visitors engage far more with visual content than large blocks of text. Yes, I know that sounds ironic when this page is full of text!
Using high-quality images and short videos can dramatically increase visitor engagement and boost website enquiry numbers.
If you followed the competitors analysis process earlier on this page then it’s highly likely that you will have (in Word/Google Doc) several screenshots of video and imagery from the websites of your competitors.
All you need to do next is to act on the guidance from my page how to use video and images on your product or service pages to stay ahead of your competition.
Many businesses miss out on potential customers simply because website visitors have questions but no easy or comfortable way to ask them. People are often reluctant to fill out a form, send an email, or make a call – especially if they’re not yet confident in your business and prefer to stay anonymous for now.
Live chat offers a quick and convenient way for them to get the answers they need, significantly increasing the chances they’ll take the next step and make an enquiry.
I don’t mean automated bot live chat either.
Such automated live chat setups are gradually getting better but currently (as at 2025) there’s no substitute for a live chat that stands out proudly as having humans on the other end.
The only time live chat might not be suitable is if you’re the sole person in your business.
But if you have a team – even a small one – live chat can offer real value. Despite this, many businesses are hesitant, often raising objections such as:
• Our website doesn’t get enough traffic to justify it.
• We don’t have the technical know-how to handle chats.
• We don’t want to engage unless we have the visitor’s contact details.
• We don’t want live chat active outside business hours.
I address all of these concerns – and more – on my dedicated page about using live chat. It’s packed with practical advice on how live chat can help you convert more visitors into product or service enquiries and avoid losing potential customers to more accessible competitors.
Many businesses focus on getting more website visitors, but optimising your website for higher conversion rates is often a faster and more cost-effective way to increase enquiries.
By implementing the conversion rate optimisation strategies outlined on this page you can significantly enhance online conversion rates and generate more website leads and sales.
If you do nothing else after looking at this page, just do this:
That activity alone should get you interested in improving how your website pages convert visitors to enquiries, so I’ll leave you with something else to consider: taking advantage of one of the many free resources I provide that help increase your website conversions.