What Conversion measures

Conversion asks whether a ready visitor can take the next step without thinking. One clear ask, named the same way everywhere, that leads somewhere useful.

What the eight sites did

One homepage offered Get Started, Learn More, Let’s Connect and How We Help, then ended on a blog post. Another sent every visitor to a questionnaire on a different website. One site’s main button returned a 404. The best site had a clear ladder from small to large commitments, but six actions across one scroll diluted it.

What a good next step looks like

A calendar, not a contact form. Most of your visitors arrive by referral and are already halfway sold. Let them book a time. Name the button for what happens, like “Book a 30-minute call,” and use the same words in the nav.

How to fix it

Pick one primary action. Remove or demote the rest. Click every button on your homepage this week.

Next step: Request a free audit