10 Website Features That Drive Conversions (and 5 That Don’t)
When you're just starting marketing, it's easy to get swept up in aesthetics—bold colours, cool animations, fancy fonts. But when it comes to actually converting website visitors into customers or subscribers, the magic is in the functionality. Let’s break down what actually works (and what’s just for show).
10 Features That Actually Drive Conversions
1. Clear Call-to-Actions (CTAs)
Every page should guide your visitor to do something—sign up, get in touch, book a call, download a resource. A great CTA is clear, actionable, and easy to spot.
2. Mobile Optimisation
Most people are browsing on their phones. If your site isn’t responsive, you lose conversions before they start.
3. Fast Page Load Times
Speed matters. A delay of just a few seconds can cause visitors to bounce. Optimise your images, trim unnecessary scripts, and keep your site lean.
4. Trust Signals (like testimonials, case studies & logos)
People want proof. Showcasing client feedback, results, or recognisable brands you’ve worked with builds credibility.
5. Easy Navigation
If someone can’t find what they’re looking for in under 5 seconds, you lose them. Simple menus and a clear site structure are non-negotiable.
6. Search Functionality
Especially for blogs or e-commerce sites, a search bar makes it easier for users to find exactly what they need—fast.
7. Optimised Forms
Keep it short and simple, whether it's a contact form or sign-up form. Only ask for what you need.
8. High-Quality Visuals
Sharp, relevant images (that don’t scream “stock photo”) make your brand feel more professional and engaging.
9. Live Chat or Easy Contact Options
The more barriers you remove between your audience and a conversation, the better. Real-time support builds trust and reduces hesitation.
10. SEO Best Practices
You can’t convert people who can’t find you. Good SEO ensures the right people are landing on your site, from keywords to meta descriptions.
5 Features That Seem Cool But Hurt Conversions
1. Auto-Play Videos with Sound
Nobody wants a loud surprise video in a quiet office. Guaranteed instant bounce.
2. Overly Complex Animations
They slow your site down and distract from your core message. Clean and simple work best.
3. Pop-Ups Everywhere
One well-timed pop-up? Great. Constant pop-ups? Exhausting…
4. Jargon-Heavy Copy
Trying to sound smart can backfire. Speak clearly and directly to your audience.
5. Hidden CTAs
You've lost the plot if your “Buy Now” or “Book a Call” button is buried under three scrolls and a drop-down.
Learning what really moves the needle is a game-changer. You don’t need to build a site with every bell and whistle—just the ones that matter. Focus on clarity, user experience, and building trust, and the conversions will follow.
If you are interested in website support, reach out to see how we can help your business.