Is increasing your conversion rate one of your goals for 2021? I bet it is, so you should reflect on this matter while you’re going through the guide included in this article.

“One excellent way to find insights that can increase conversion is to stop focusing on why people say “yes”, and zoom in on what makes them say “no”.” — Gregory Ciotti, Shopify content marketer

Behind a website that converts properly is a good copy and a great design experience for visitors, but even if you’re a startup, you can increase your conversions by having a clear framework to follow.

Begin with the steps below for creating a confident homepage, and then if you can’t afford a copywriter, read this article on how to articulate your web content in a professional way.

Focus on The Homepage

The homepage is considered to have the greatest impact on your customers. The longer it keeps their attention, the more often they’ll come back and become customers. It’s the page that differentiates you from competitors, so having a well-done structure will definitely increase your conversions.

Here are the homepage’s sections in numerical order, and what they should include.

1. Hero Section

Have you heard of the 5-seconds test? It’s commonly used for measuring people’s reactions and impressions on a website. Since the human brain can’t focus on unnecessary details in 5 seconds, the memory will retain the hero section’s elements that stand out such as the value proposition, the call-to-action button, and the product’s image.

2. Social Proof

Social Proof such as testimonials, or your customers’ favorite companies’ logos, influence considerably their decision in choosing your product over the others from the same industry. Knowing how to highlight testimonials and placing them in the right order requires a bit of strategic thinking, but it’s not hard once you ask yourself “If I were a potential customer, what would convince me to try this product?’’.

3. Features & Benefits

Include your product’s features and add images aside as visual support of how your product works. Try to focus more on what benefits the product brings to potential customers than what advanced features you did incorporate the last month. As proof that people don’t care about these things is Apple’s website. They don’t bury you into tech fancy jargons. They just present their newest product in a very elegant way with images and confident messaging.

4. Publications Where You Were Mentioned

If your company was mentioned in a publication, add a short preview of the article on your homepage instead of just showing the publication’s logo. It should look similar to a testimonial and be used the same way.

5. Testimonials as Case Studies/Use Cases

Wondering how to capture people’s attention? Present case studies or use cases. If you’re a Business-to-Business company, rely on case studies, if the opposite, show use cases.

Pricing Page

The pricing page is very important in increasing your conversion rate as it is the page a customer would check when they’ll make a decision on whether to use your product or not. It should be an individual page that looks airy, with a lot of clean space. Don’t go too far, keep it simple, organized, and make the pricing plans be easy to keep track of.

Do not do

For the record, just a few tips that will help you to organize your website’s content better from now.


Try not to complicate your work, neither your potential customers’ ability to understand your product’s purpose in their lives. Apply the framework that was presented to you in this article and check back in one year to see how your conversions have increased.

January 4, 2021

Andreea Encutescu

Brand & Web Designer