3-minute read.
Introduction: Why This Matters for Your Business
If you’re a UK business owner trying to make your website work harder for you, this guide is for you. You might be getting visitors to your site—but not enough of them are buying, enquiring, or booking. That’s where conversion marketing comes in.
In simple terms, conversion marketing is about helping people take action once they land on your site. Whether that’s making a purchase, calling you, or signing up—it’s about getting more from the traffic you already have.
We’ll show you some simple, proven tips you can apply right away—even if you’re not a marketing expert.
1. What Is a “Conversion” and Why Does It Matter?
A “conversion” is when someone visiting your website takes an action you want. That could be:
- Buying a product
- Filling out a contact form
- Booking a service
- Signing up for your newsletter
If lots of people are visiting your site but not doing these things, you’re missing opportunities—and spending money without getting results. That’s where conversion-focused marketing helps.
2. Use the Right Words to Attract the Right People
Many businesses make the mistake of using generic terms like “marketing services” or “great customer service.” Instead, think about what your customers are actually searching for:
- “affordable SEO services UK”
- “local plumber near me with good reviews”
- “fast website design London”
These specific phrases (called long-tail keywords) attract visitors who are ready to buy—not just browse.
Use these phrases naturally in your page titles, service descriptions, and headings.
3. Improve Your Website’s First Impression
When someone visits your site, they’ll decide in seconds whether to stay. Here’s what helps:
- Clear headline that says what you do and who you help
- A simple layout (avoid clutter)
- Quick loading time (less than 3 seconds)
- Contact info at the top
Ask yourself: would you stay on your site if you were a customer?
4. Make It Easy to Take Action
Your website should make it very clear what the next step is:
- “Book Your Free Consultation”
- “Request a Callback”
- “Buy Now with Free Delivery”
Use big, visible buttons (called CTAs—Calls to Action) and place them in key places: top of the page, middle, and bottom.
5. Add Trust Factors That Reassure Visitors
People buy from brands they trust. Add these elements:
- Testimonials from happy UK customers
- Trust badges (like secure payment icons or review scores)
- Real photos of your team or business
- Simple returns or service guarantees
These reduce doubts and help people feel safe buying from you.
6. Start With Small Goals (Micro-Conversions)
Not everyone is ready to buy right away. Offer small steps like:
- Downloading a free guide
- Signing up to get a discount
- Asking a question in live chat
These build trust and let you follow up with potential customers later.
7. Keep Forms Short and Simple
If your contact or enquiry form has too many fields, people won’t fill it out. Stick to the basics:
- Name
- Email or phone number
- One short message box
Only ask for what you really need at this stage.
8. Follow Up With Visitors Who Didn’t Convert
Sometimes people visit your site and leave without buying. But that doesn’t mean they’re lost. You can:
- Use email follow-ups if they downloaded something
- Show reminder ads (retargeting) on Facebook or Google
These simple strategies help bring people back when they’re ready to take action.
9. Track What’s Working (and What’s Not)
Install Google Analytics or use a tool like HubSpot to track:
- How many people visit your site
- Which pages convert the most
- Where people are dropping off
This helps you spend more money on what’s working—and fix what isn’t.
10. You Don’t Need to Spend a Fortune
Many small UK businesses get great results by focusing on a few key things:
- Clear messaging
- Easy calls to action
- A trustworthy website
Start small. Improve what you already have. And build from there.
Check out our blog “How to Create a Marketing Budget That Actually Drives Growth”.
Final Thoughts: Let Your Website Do the Selling
With a few simple tweaks, you can make your website a powerful sales tool. Use these conversion marketing UK tips to turn more visitors into customers—without spending more on ads.
Need help getting started? Contact Business Mate for a free website review.
FAQs
I already get website traffic—why don’t people buy?
Most likely, your site is unclear or hard to use. This guide helps fix that.
Do I need to know SEO or coding?
Not at all. These are basic fixes anyone can apply or ask a web designer to help with.
Is conversion marketing expensive?
No! Most tactics are low-cost and improve results from the traffic you already get.
How fast will I see changes?
Some improvements (like a better CTA) can help immediately. Others take a few weeks.