As the first point of contact with many of your potential customers, your business website has a tall order to fill. It must:

  • Act as the public face of your company to the world

  • Clearly communicate who you are, what you do, and the location(s) you serve

  • Deliver clear paths to what site users are looking for

Here are five additional elements that will help boost conversions.

6. Social Proof

You’ve told your prospects what you can it’s time to prove that you’ve actually done it successfully.

Social proof on a homepage can take many forms, including:

  • A few strong written or video testimonials (don’t overdo—you can link to more on a reviews page)

  • Logos of clients you’ve worked with

  • Ratings icons from respected organizations, like BBB

  • Impressive social media counters, if appropriate to your business

You can use site plugins and widgets such as, which display reviews and also facilitate the gathering of new reviews on your site.

7. Call to Action

What action(s) do you want people to take on your site? Unless you’re an online store where the point is clearly to purchase a product, this may not be immediately apparent. Prospects are much more likely to convert if you simply ask them to take an action!

Do you want prospects to call for a free consultation? Include a banner with your phone number. Contact you or request service? Include a form.

Every page on your site needs a call to action, not just the homepage. If it’s the same action sitewide, you can make it part of your footer—the bottom part of the page that remains consistent throughout the site.

8. Email Opt-In Form

If you regularly send out an e-newsletter, special deals, etc through email, you should include a signup form on your homepage. Try offering an incentive to encourage people to sign up, such as a coupon or free ebook.

One caveat: Make sure that your email signup doesn’t distract from your main call to action, especially if it’s a form. If you give site users too many competing choices, they will choose none of them.

9. Social Media Icons

Make it easy for people to connect with you by including social media icons on your site. Only include those platforms that you are actively using. An out-of-date social media profile with no posts makes a poor impression.

10. Complete Contact Information in the Footer

Include your full contact information (street address, city/state, phone number) in the footer. If you have multiple locations, you can list up to three to five in the footer, depending on the design. Any more than that, and a separate locations page is the way to go.

Why is it so important to include a physical street address on your site? In the virtual world, this adds credibility, especially if you are a new business establishing your reputation. It also helps establish your location for local SEO rankings.

If you work from home, obviously you may not want to list your address for safety reasons. In that case, a phone number can help establish credibility. Having just a contact form with no address or phone number can make people question if there are “real people” running the business.

By following these best practices for business websites, you’ll be on your way to more conversions and increased engagement with customers.