Mastering Website Conversions
In this insightful conversation, Orsi, a brand and web designer with six years of experience, shares her expertise on improving website conversions. She discusses the importance of aligning your website’s design with your business goals, understanding your audience’s buying journey, and tracking key metrics to measure success. Ory also offers practical tips on optimizing for mobile, building trust, and making small, testable changes to improve conversions over time. Whether you’re just starting out or looking to refine your existing website, this chat provides actionable advice to help you turn visitors into loyal customers.
Most Valuable Lesson or Insight
The most valuable lesson from this conversation is that website conversions are not just about design—they’re about strategy, understanding your audience, and continuous improvement. Ory emphasizes the importance of aligning your website’s goals with your business objectives, tracking key performance indicators (KPIs), and making small, actionable changes to improve conversions over time.
Top 5 Between-the-Lines Lessons
Conversions Start with Strategy: A beautiful website isn’t enough. You need a clear goal (e.g., selling products, building an email list) and a strategy to guide visitors toward that goal.
Know Your Audience’s Buying Journey: Understand where your potential clients are in their decision-making process. Tailor your website content to meet them at their stage, whether they’re just discovering their problem or ready to buy.
Track and Test Continuously: Use tools to track KPIs like website traffic, click-through rates, and conversions. Test small changes (e.g., button colors, call-to-action text) to see what works best.
Simplicity and Trust Build Conversions: Clear calls-to-action, testimonials, and trust signals (e.g., accepted payment methods) can significantly improve conversions. Avoid overcomplicating your website.
Start Small, Scale Gradually: Don’t try to do everything at once. Focus on one platform, one marketing channel, or one website goal at a time. As you grow, you can add more complexity.
5 Actionable Steps
Define Your Website’s Goal: Decide what you want your website to achieve (e.g., sell products, collect emails, book consultations). Every element of your site should support this goal.
Understand Your Audience’s Journey: Map out the stages of your audience’s buying journey. Create content that addresses their needs at each stage, from awareness to decision-making.
Track Key Metrics: Use tools like Google Analytics to track KPIs such as website traffic, bounce rates, and conversion rates. Start with one metric and expand as you get comfortable.
Optimize for Mobile: Ensure your website is mobile-friendly. Test buttons, forms, and navigation on mobile devices to make sure they work seamlessly.
Make Small, Testable Changes: Experiment with small changes, such as adjusting call-to-action buttons, adding testimonials, or simplifying your navigation. Track the results and iterate.
Transcript:
hey everyone and welcome to business chats today we're going to be talking about website conversions with ory
please let me know if I'm saying your name correctly we're going to teach you basically what do you need to take into
consideration so your website that you made yourself is going to actually
convert your well the visitors for your website
into clients and apparently I have some sort of filter on and I didn't realize I
had it before I started this so I have no idea how to take it off so I'm so sorry let's
see kind of
scared this thing never works it's so annoying it takes a long time for it to
work do you see the little notification that says that I accepted your request
by any
chance this happens every single time sometimes it join lets people join and
it I don't see it and I'm talking to myself as if I'm alone and then there's someone there it's super
weird let's see where are you I'm so excited about this talk
because I'm I was actually talking to a client there day about their website
versions how and how he basically he has this website that he had made I think it
was last year and he was like it's it's not where it's supposed to be oh hi
you're here finally somehow um finally yeah I was listening to you I'm like uh I can't
see anything just shows me that I requested to join but I'm nowhere yeah
it it happens sometimes it's so annoying but yeah welcome so happy to you're here yeah where you from by the way I'm in
Budapest Hungary oh that's a awesome I've was planning on going to Budapest
this year actually in May and I had to postpone it but I might I might visit
you sometime soon know if you're coming it would be so great I actually met uh last week one of my business besties was
here from Bulgaria and it was so great like it's so awesome to have you know to meet people who you work with or connect
with online after years and you finally meet person that's just so great so are you basically it's super weird yeah I'm
in Valencia right now that's awesome I used to live in viit so Spain is oh you
know you know Spanish yeah I do yeah ah maybe we should do this live in Spanish
um um I just want you to please introduce
yourself what it is that you do who you are your experience sure um so I'm orhi
and you did spell my ni name well uh and actually I appreciate it because not
everyone can can do it it's a it's a nickname so I'm I'm keeping that because it's the easiest but you would
understand it's Ursula in in Spanish so that's comes from Hungarian version or
and or is just a nickname so I'm trying to keep it as easy as possible for for people to to say it um I'm a Brandon web
designer uh I've been doing this for six years now and now I mainly focus on
redesigns and helping more established businesses to go from their DIY website
to the next level with creating the brand the website including all the the
next level features and alterations that they need this can mean you know just
having a more complex site or um or uh adding an online shop or a web
membership or even selling online courses because you know after a while people get to the point where they want
to get some more passive income so they want to do that and that's where I come in to um the picture and I really love
doing this because I got to work with some really amazing people in the past couple of years and it's so satisfying
right to have a website that someone made themselves and then just see the transformation and how impactful it is
that your design is actually really affecting this business their future
like their plans is is so cool I love my job that's the one of the main reasons
why I do what I do is to be able to help these people because they are like us they they usually solo preneurs they
doing things alone and and and their business goes well but after a while they just don't have that the capacity
to to take it to the next level um and also they might have had you know bad
EXP experience online with other not designers necessarily but like people online in the creative word and U being
able to to change the narrative and help them go through this phase and with some of my clients I work with for like four
or five years already we started off with you know creating their initial website and then as they grew they
wanted to redesign it they wanted to add new stuff to it now they're selling stuff now they you know creating an
online course and it's so great to be there and see what they started and how they to the next level and just be that
type of partner in crime I know I know it's so beautiful
and besides their first website is usually just pretty and then you get to add strategy to it and a lot of the
technical stuff that people think it's not supposed to they don't even think it's supposed to be there and you're
like nope yep it this is pretty basic let's just let's add it on yeah exactly and that's part of the reason why I um
talk about the conversion part because in the beginning they just oh I just need a side nothing fancy like it just
has to be beautiful but after a while they realized that just having a beautiful website wouldn't mean having
clients or you know converting or making um money so that's when we start to talk
more about strategy and I always emphasize strategy but depending on where the customer is um it would change
uh hence why I work more with established businesses so they know already what they're doing what they're sell who the target audience is and it's
like just it's really great work but in a different level because it's more
meaningful I would say you can make a bigger impact uh with these people because they don't have the help but
they get it through you and also um we just make dreams come true kind of yeah
I know it's so beautiful usually these type of businesses I mean any type of
business usually in the beginning it's a struggle the first two years you start thinking you're going to go through this
Niche and then you just change and adapt and try to make it work because that's life and that's life in business and so
it it yeah it's very satisfying I totally get it after a couple of years and I always tell people if you are just
starting out just DIY your website is fine unless you have a lot of money from
investors just do it yourself get a sve rights and then when you have been in
business for for two years call me or call any of my colleague and get it done because it's going to make you're going
to be sort of stable and then we're going to come in and make these small
changes but they're going to be super impactful and it's just going to change everything so speaking of website
conversions and people DIY in their website what do you think are the most
common mistakes people make when it comes to website conversions and they're trying to make their first website for
their business there are many um but what I
would think like it's it's a lot of procrastination what I
see and what I mean is that oh I need a logo that's one of the things like I
have to have a logo it's very important like I cannot exist without a logo it has to be perfect and they spend so much
time or the other thing is the business name I don't know what she do this my name or it's a different name like do it
goes goes does it go on three years trying to choose my name yeah but after like obviously like you
just have to go through these things yeah to get to the next um stage uh but
I think that's what people holds people back is that they get stuck in the
really detail like things that don't necessarily mean much because it's not like being a Big R like Coca-Cola like
if they change something everyone would know because they are full International brand but with a tiny business who
probably not many people know about probably even nobody knows about it wouldn't matter if your logo exists or
it's just something written there or if you don't even have a logo and I think we we we
overemphasize at the beginning of this journey a lot of things that shouldn't be and that happens with conversions as
well it's like yeah I need to have a website okay but what's the goal of the site like there's no goal like do you
want to get subscribers do you want to sell a product do you want to create
brand awareness like what is the goal of the side because depending on the goal you we're going to design it in in in a
different way and um I know templates are very popular and I'm not against
them by any means but they might miss that type the goal in itself so even if
someone purchases a template I would recommend to still try to think through what what is the actual go of the side
like if it's getting subscribers then okay you have to add that form yeah so
people can subscribe and the call to action the buttons have to be really clear so uh there's so many things that
we mess up not because we don't care it's because we're just not not aware and we want to do do it all and we have
a lot of hats still six years in 10 years in we still have a lot of but I
think it's not not not getting hooked up into small things is something that can make
the progress faster yeah absolutely and I think it's also very important too try
to understand and put yourself in your potential clients choose because I mean
you might not even know who that client is but you know and you might be super
focused on pushing your product or your service and be like you need to get this now
and then this person comes in from somewhere they don't know you maybe they
do but let's assume that they don't are you really giving them the basic
information that they need to make the decision to keep scrolling on your website or to even just click buy down
or sign up or just get in contact or whatever it is yeah I see so many websites beginner websites that are like
yes this is the best in the Market get it now it's like why is it the best in
the market maybe I I don't know maybe this is the first time that I'm encountered this
timee of product this type of product or service so why don't you tell me a little bit more about it and then we can
have a conversation but like jumping the gun is not GNA help anyone yeah exactly
it's like nobody knows you like you have to build it up and this is not to hurt
anyone but it's actually a good thing that nobody knows you because then you can make mistakes and the word won't end
and then you can try another thing it doesn't work out you can try another thing like it's it's such a big um
Freedom when you are at that level obviously if you have way more awareness you would be more afraid to do the
changes because it's going to impact more things but yeah it's um I agree with you it's it's a lot of a lot of
those things that that would slow down the process yeah and is definely a lot
of testing I think um when well when you grow a little bit more you get to track
down which Pages inside your website has have the most attention what parts of
your page actually are getting more attention so you can start analyzing and playing around with that content be like
okay this maybe it's the color maybe it's the text and start testing so you can improve the rest of your site and
make sure that everyone is connected to it and cck where they're supposed to click yeah but I think this comes in in
a couple of years as you as you grow in the beginning I believe it's it's not we
are we are not that self aware I would say uh one thing I do with my clients for example when we start to work
together is um to like start the found with the foundations and strategy and we do this consumer buying Journey which is
something just to reflect to what you said earlier is where is the customer in
in the buying Journey like do they even know they have a problem if they know it did they start to look for the solution
if they do what type of keywords do they using what they're looking for maybe you're trying to rank for a completely
different word and they would never find you because it's not what they're looking for okay they found you they
they found your they are on the website what do they need to see in order to move forward so it's like depending on the stage you need to share different
information but you have to build that awareness and again where they are you have to meet them where they are um and
the right information about you the product building trust and that's the email marketing part that's having
things on the website also social media so it's like a full 360 degree right
it's a big picture that you have to keep in mind and then people think it's just couple of clicks and just you're there
and just make it pretty and that's it and no yeah you have to think about a lot of things and how they play together
and uh since you mentioned the the track this is one thing I talk about in the the free master class that I'm sharing
um is to Don't Be Afraid about numbers and to track the kpis because that's
something that would really improve conversions like if you don't know where you start you don't know if something
works or not so looking at them and just like debunking some of the myths around
around the numbers and what you need to to check I think is is crucial and just start somewhere like start to check one
number like number of visitors that could be enough and then move move on from there and again as you said like
just trial and error test maybe it's the button maybe it's the content uh what works what doesn't work why do people
leave maybe the link is not working like you you have to keep doing this and setting up um I call it a date with your
website yeah um a monthly basis is something that could help and just just
keep tracking one thing at a time and then as you get more confident you can add another one but just don't try to do
it all at once especially in the beginning because it can be super overwhelming and usually we stop doing it it happened with me I love that I I
yeah I know I love that point because actually yeah you're absolutely right in the beginning we see numbers that are
low and then we start freaking out and we think I messed up I don't know what
the hell I'm doing just freak out I'm gonna fail this Miss is going to tank and like and
that's a big thing that we well I learned the hard way in business you
have to just adapt that's fine you're screwing it up it's okay we are all
there at some point and you just fix something move on test it out is it working is it not okay cool keep going
it's not it's not like you got a bad grade and then you're gonna be kicked out of school exactly you can do
whatever you want yeah and also um try not to be everywhere especially in the beginning
like because you know big brands are oh they're Instagram and their own LinkedIn and their own Tik Tok and their own
Pinterest and you think you can do the same level of service or content
creation but it's not possible in the beginning and trying to do that will just make you burn out like no matter
the business it's it's uh it's going to be a really like a negative spiral
because you cannot keep up with the content creation you cannot keep up with you know doing all sorts of things
unless you use you know some very special you have team and you have an investor and you have a lot of you have
$2 million in the bank then go for it yeah exactly but you stting on your own and go from
there yeah that that's that can change things but I think even I do find myself
feeling that I'm not doing enough even though I'm I'm following this rule like okay starting one one channel at a time
getting comfortable and then you know going to the next one yeah but but when you look at others it's really easy to
feel like yeah I'm just not doing enough like everyone else seems like yeah oh yeah perfect you have no
idea how many people when I was posting a little bit more on Instagram they reached out to me they were like oh hey
everything is great like life is great business is fantastic and I do I didn't have one single client that's why I was
posting on Instagram all the time because I had the time to do it and I was working on my systems behind the
scenes but like you have to just just know that you're going to write it out
you're going to go through it and then you're going to just be okay and same
when websites when people start their website I usually get a lot of uh new
businesses saying I have a tiny budget and I don't have a product yet but I
want to have the e-commerce setup I want to have like the whole thing social
media newsletters I'm like okay who's going I want to have a Blog because I want to have I heard that that's
important for SEO so I want to have a post coming out every week I'm like who's goingon to do all of that because
as far as I know it's only you so yeah was how are you gonna sleep at some
point what's happening that doesn't make sense I'm curious well they sort of are
like and then they're like no but it's GNA grow and and this is necessary and this is so I have to take them and be
like okay let's just let's go one step at a time let's let's split the project
I usually what I do is split it up and then okay you have a you want to have a huge website yeah let's begin by
analyzing your target audience and doing a simple brand so you don't spend that
much money in it and we don't have to do a lot of research and stuff and then we can build like a four page website very
basic very easy and in the process you're going to be working and then we can meet again in six months and then
just tweak and stuff and then we can add social media and then we can but yeah
it's that process's take a a breather here yeah
yeah I I love the process uh I do something similar um they because people
want everything for this budget everything
and then youing them to the reality not necessarily because guarantee do you
have that to what what guarante they want they sort of want you to guarantee
that this new website is going to bring in 100 pay every week yeah oh
um yes they do have some I would call bit unrealistic expectations especially
like okay we launch and then think it's going to be flooded by people it's like
no even if we did SEO it takes time like it takes months and it's gonna show up
first on Google and it's like and and one thing I always emphasize similar to what you do is like okay let's talk
realistically I understand you want to do all these things my part is the website I can build up for you that but
you have to do the marketing obviously I can help with the emails and stuff but it's me setting up the system you
actually have to Market yourself your brand your product your services your business and that's on you like I cannot
you have to provide a good service so people talk good about it and you have to have exactly you know client
relations so it's the whole thing and then copywriting usually people don't
even know that you need a copywriter to improve your conversions and most website designers
don't talk about it it's like the secret they all have under their sleeve and I'm like that's basic yeah it's copyrighting
having the right photos having the right um SEO done having the right colors even
that fits you know the brand it looks good and also like just overall the website being good on mobile phone which
is like yeah we think it's normal but it's not so common um to be honest to to
have it have it done um properly but yeah it's uh I think it it it goes back
to being very clear up front about the expectations and setting them right like okay we can do the website we can work
on this what are you going to do like is it blogging social media yeah networking
event how are you going to promote the whole thing because you have to drive traffic and traffic wouldn't just
magically appear um you have to be consistent then we have to test the
actual web to make sure that it's working for that audience that you're bringing in yeah and always twe it think
it's done like okay I pay for it it's done forget about it for years to come
not necessarily I mean yes you can but then don't expect it to to convert like
super duper well it might be a big hype in the beginning if you do a campaign
but if my way off and also Trends change and things change and you need to evolve
you need to change the services as you know client requirements change and also
improve the product BAS on the feedback so things will change and it's part of
the whole ecosystem so it's it's Never Ending Story part of why I think we all
as well designers change our websites every now and then oh my God you have no idea how I'm craving to have lose five
minutes so I can go crazy and rebump everything I'm like this looks old and
just horrible and this is not this is not what I can do I can do so much
better this is horrible andbody else can by way like when when you know people look at your website I looked at your
website I'm like this is super cool I I love the design I love everything I think it's just us like we are very
critical with our own and it happens with everyone in business like you're always every single one of my clients is
always like I'm doing this wrong I need to improve this this and that and then
for yesterday with $50 in a budget I'm like okay let's slow down just just yeah
take it one one step at a time so I know you have a a huge it's a five-day master
class right am I right yeah that's a lot of content okay I have to take it
because I I'm I'm probably going to learn a thing or two from you so um on
that Master Class what do you cover so just to give a background story
I originally planned it to be just one video then I asked uh m clients and um
my audience like what do they prefer one big video or five smaller ones and they
woulded the five small ones I'm like okay then you sign up and it's like bite-sized videos well it ended up not
being that bite-sized you will see that because there's just so much to cover so I'm
actually looking for feedback honest feedback uh regarding the content the length whatever like it's it's still in
progress uh I'm going to change it tweak it make it better um but what I'm I'm
covering are the five pillars actually the fifth pillar is just a bonus but I'm covering Five Pillars the first thing is
why conversions even matter like why is it important to focus on conversions um
not just MoneyWise but also that it can harm your brand like if someone goes to your website and it just doesn't work
links are not working and they cannot purchase the product or book a call with you or whatever you're trying to convert
them to that's going to be like oh this site is shitty and it's going to harm your brand no no matter if it's small or
big nobody's going to go there they're not going to brag about it people with a bad experience talk more than people
with a good exactly yeah yeah yeah yeah that's that's true so I'm covering that
first because I think it's really important to to understand why this is even a thing then I'm talking about the
next day um what can harm the conversions like what what do we mean under bad conversion and I also give
examples then we talk about kpi the third day which is like to the monster
um and I share basic and advanced level things as
well because again my main audience is more established businesses so they would go for more the the you know the
the needy greedy the the details yeah um but I also want to support those who are
just starting out like where do they um where do we can start um and just understanding the basics and obviously
if someone's more advanced they can they can do that and the fourth day I'm actually telling them I'm showing how to
fix those problems that we covered on on on day two like okay what you can do like really easy tricks like just having
the button with the right label on it can do wonders yeah or the color or the contrast like again you don't have to
think about big things these are just sometimes really simple stuff or if you have a web shop and to to have there the
the payment like the card um um cards that you accept yeah it's just there and
it shows like okay this is a legit site sharing testimonials sharing logos or of
of clients that you work with like it's just to building trust and these are things that we we are aware of of but we
are not aware of like we know them but we don't do them so I'm kind of like doing that and the fifth day is actually
uh kind of a lonus where I take um famous people's website like Tony
Robbins Porterfield I think jener as well uh and I just explained okay this is what we
covered see how they do it look at the navigation they use this technique look at the they use that technique so so I'm
trying to give real life examples so it's not just me talking and like sharing a presentation but also
explaining how the big big names are using it on their own sites so you can
copy it easily and again I I emphasize this every time you don't have to do it all like I'm sharing a lot that's why
some of the videos became longer um again it can be shrink down but it's you
can pick from whichever technique you want and just start there do that change yeah track track like this is where I'm
at do that tiny change one month goes by two months goes by and you track it
again and just make that date with your websites on a monthly Bas to the do the
little Master Class you should add like an Exel spreadsheet so people can it out
actually that's a good idea yeah to provide I don't know no but that's a good idea I haven't thought about it to
to just make it easier it can be a Google spreadsheet like really like this date visitors whatever you want to check
um yeah just start from there and then then improve and that's how we would know if it works or not so that's the
whole five days it's quite it it became robust like the initial idea was because it's a freebie like I didn't want to you
know do much uh but then I think got too fired up well but the more the more
successful freebies are the one that I really given value and that sounds like a very valuable one I'm definitely
signing up because I want to know everything else that I might not know I'm sure there's a bunch of things learn
I do that as well like um some even as again we are aware we just not doing it
so sometimes you just need to hear from another person phrased in a different way and it would be like wow blowing
love that you're giving like an actionable list of things listen just go back this because sometimes it gets too
theoretical and it's like I don't know what that means I don't know how that translates to real life so I'm just not
I I don't know where to begin I'm not gonna do it yeah exactly absolutely and I would where can people go to sign up
yeah so um it's on my website design unit.com and pretty much any almost any
page you scroll down it would would show up right there as well there's a popup so um it it would uh it would um yeah it
would be there to for you to sign up and then you get the first video right away and after that each day it's going to be
a the next one and yeah I would love for you to give me your feedback like any anything you have I'm curious um and
again it's it's uh always a work in progress so making it even better it's my goal and to be able to serve and
support you know even if it's a designer like
it's we're all learning the time as you said absolutely I love that so much so
I'm gonna add your website to the description of this video so everyone can just go and sign up and um I'll
probably share this on Tik Tok too just little Snippets of our I send you the exact link then for the the landing page
because maybe that's better than people having to schroll places I was it over I'll add it for sure thank you so much
for joining so much for having me it was really great meeting you yeah and let me know when you come to oh I will I promise you
I it's depending on my list of to do of places to visit this year so I will definitely let you know that would be so
great well have a great night thank you so much for joining me again thank you you too take care bye you too bye

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Orsi
Helping women business owners create magnetic courses and rebrand for explosive business growth.