I have good news and I have bad news. I’ll give you the bad news first …

The bad news is that you have about seven seconds … SEVEN … to get and keep the attention of your website visitor. Seven seconds is not a lot of time so you need to be strategic about what you place on the homepage of your website.

The good news is that there are some best practices you can apply ‘above the fold’ in order to make sure you make the best of those seven seconds and increase your chances of turning a website visitor into a paying customer. I detail six ways to increase your website conversions:

Set Goals

What are the top 2-3 main things you want your visitor to know or do when they get to your site? Pick a goal, then make sure your website serves that goal by removing distractions and adding more ways for them to accomplish that goal.


  • Get visitors to signup for your email list.

If your goal is to get visitors to signup for your email list, you want to make sure that that’s high enough up on your website’s homepage so that their able to do that right away.

You also want to make sure you’re giving them a reason to sign up! Offer an exclusive discount code and/or a valuable lead magnet. Email addresses are literally a form of currency these days. Make sure you are offering value in return for this hot commodity.

Focus on What’s ‘Above the Fold’

The top of your homepage is prime real estate. Tend to it with care! Keep the first one-third of your homepage focused on the primary goal(s) of your website. Based on what you said your visitor needs to know in those first seven seconds, what do you need to convey that message?

Common components:

  • An attractive image
  • A clear, descriptive, and engaging value proposition statement and/or tagline
  • A clear call to action

Make your CTAs Clear, Strong, and Customer-Focused

What your visitor to take action? Tell them! But, remember to keep them and what they need at the center.


  • Don’t write: “Click to buy my new course”.
  • Instead, try: “Click to start today”
  • “Download your free ebook!”
  • “Enter your email address for 10% off your first order!”

Simplify your Primary Navigation

  • Bump some items down to a footer menu. People are used to scrolling down to find contact, about, FAQ, etc. if it’s not at the top.
  • Make use of hierarchical navigation, e.g. click on “jewelry” then click on “rings” instead of having rings, necklaces, bracelets, and tiaras all listed separately in the main menu.

Show Social Proof

Every business is selling a transformation of some sort. Whether you sell products or services, potential customers want to know that someone else has bought from you before and been happy with the result. Build trust by displaying testimonials, accreditations, product reviews, or a “featured in” section.

Make it Legible

Don’t use more than two fonts. Period. (And don’t use more than three colors without the help of a professional.)

Proofread before you publish. Grammar and spelling mistakes will make you look unprofessional and careless. Mistakes happen but you can take care to minimize them. If writing isn’t your strong point, use an app like Grammarly.

Make use of headers and subheaders! These help break up your writing into smaller pieces so readers can find the information they want.


Get to work on converting more web visitors into paying customers.