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What Characteristics of Website Design Leads to Conversion?

What Characteristics of Website Design Leads to Conversion?

by Kade McConville

3 minutes

For a website to be effective, it must be designed to appeal to customers. A well-designed website will attract customers and encourage them to stay on the site longer. This will lead to more sales and conversions for the business. 

Here are some factors determining whether a website design will lead to conversions.

1. Mobile-Responsive

Your website design must be mobile responsive if you want it to lead to conversions. People are increasingly using their mobile devices to access the internet, so you must ensure your website can be viewed properly on all devices. A mobile responsive website will have a layout that adjusts to fit the screen size of the device it is being viewed on, making it easy for people to navigate and use.

2. Minimised Action Buttons

The website design must have action buttons that are highly visible and easily accessible. The more straightforward your website is, and the fewer clicks users have to make to get the desired information, the more likely they will convert. Limiting their options will make them focus on your main goal and successfully steer them in that direction.

3. Incorporated Good SEO

You have a better chance of gaining customers if your website is search engine optimised. Identify the search terms people use to find the products you sell online by conducting keyword research, and then use those terms in your tags, titles, and content.

Using the latest SEO techniques to optimise your website will increase the likelihood that potential customers will find your company online. An SEO expert can assist if you need to gain the necessary knowledge.

4. Provided Business Basics

You’d be surprised how many websites fail to include the essential details most visitors need, including the company’s address, phone number, operating hours, and a map or directions. Make these noticeable near the top of the homepage.

Also, ensure that the information in your business listings is accurate. Your search engine rankings may be negatively impacted by inaccurate or missing information on the web.

Businesses with accurate online directories rank higher in Google and other search engines than those with inaccurate listings. You can be sure your clients will find you if you use a reputable business directory.

5. Appropriate Background

Distracting backgrounds, whether a single colour or a colourful pattern, can make it difficult for visitors to focus on your content. Visitors will not only lose focus more quickly, but it may also cause them to leave your presentation.

So, rather than trying your visitors’ patience, provide them with a well-chosen theme with a neutral background. The most common background colours that will make your website enjoyable are white or light and washed-out shades of grey, yellow, or green.

6. CTA Buttons

CTA (call-to-action) buttons are also crucial for a conversion-friendly website design. These buttons should be placed prominently on the page and designed to stand out from the rest of the content. The text on the buttons should be clear and concise, and the controls should lead to pages where users can take further action, such as making a purchase or signing up for a newsletter.


The professionalism, trustworthiness, and value of your business will shine through in potential clients’ eyes if your website is well-designed. Building a functional and aesthetically pleasing website without considering the design is impossible. Also, customers will only stick around if they struggle to understand how to utilise your website, so it is best to keep it simple and pleasing.

If you’re searching for web design services to attract customers through your website design, Embark Studio is here for you! We create compelling websites using the world’s most popular content management system (CMS) – WordPress. We design optimised websites for SEO, provide a great user experience and are tailored to our client’s goals. Contact us now!

Kade boasts over a decade of experience in WordPress development and mastery over ecommerce platforms like WooCommerce, Magento, Shopify, & NorthCommerce. A Business & Law graduate from the University of the West of England, Bristol, he pairs his technical expertise with a love for video games, live music, and film. Kade's passion for wellness is evident in his marathon runs across European capitals, raising funds for mental health charities. Proud dad to his two kids.

Kade McConville


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