How to Build a High-Converting Website: 10 Must-Have Features

Published On: April 1st, 2025Categories: How-to GuidesBy

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high converting website tips

Does Your Website Work for Your Business?

A website that looks great but doesn’t convert is like a storefront with no doors. People might stop by, but they won’t walk in, explore, or buy.

Think about it: How often have you visited a slow, confusing website, clicked around for a few seconds, and left? That’s what potential customers do if your site lacks clarity, speed, and engagement.

To make sure your website isn’t losing leads, here are the 10 essential features every high-converting website needs.

1. Speed: Your First Impression Happens in 3 Seconds

Why it matters: Users expect a page to load instantly—if it doesn’t, they leave. 53% of visitors abandon a site that takes longer than 3 seconds to load.

How to fix it:

  • Compress images and remove unnecessary plugins.
  • Use a fast, reliable hosting provider.
  • Enable caching for quicker load times.

2. Mobile-Friendly Design: Meet Users Where They Are

Why it matters: More than 60% of website visits come from mobile devices. If your site isn’t seamless on a phone, users will bounce.

How to fix it:

  • Use a responsive design that adapts to all screen sizes.
  • Make buttons and menus finger-friendly.
  • Test your site on real devices, not just a desktop preview.

3. Clear Calls-to-Action (CTAs): Don’t Make Users Guess

Why it matters: A visitor won’t take action unless you guide them. If there’s no clear CTA, they leave.

How to fix it:

  • Place CTAs above the fold (visible without scrolling).
  • Use action-driven text: “Schedule a Free Consultation” instead of “Learn More.”
  • Make CTAs stand out with contrasting colors.

4. SEO Optimization: Get Found on Google

Why it matters: 75% of users never go past page one of Google. If your site isn’t optimized, you’re invisible.

How to fix it:

  • Use keyword-rich content that matches search intent.
  • Optimize page titles, meta descriptions, and headings.
  • Improve site speed and mobile usability for better rankings.

5. Intuitive Navigation: Make It Easy to Explore

Why it matters: If users can’t find what they need fast, they leave. A messy menu or cluttered layout drives people away.

How to fix it:

  • Keep your navigation simple and clear.
  • Use a search bar for easy access to pages.
  • Prioritize essential links like Home, Services, Contact.

6. Trust Signals: Show Credibility & Social Proof

Why it matters: 88% of users trust online reviews as much as personal recommendations.

How to fix it:

  • Display customer testimonials and case studies.
  • Show logos of trusted partners or media mentions.
  • Include certifications and security badges (SSL, BBB accreditation, etc.).

7. Engaging Visuals & High-Quality Images: Keep Users Engaged

Why it matters: Websites with strong visuals have a 94% higher engagement rate.

How to fix it:

  • Use custom, high-quality images (avoid generic stock photos).
  • Ensure all visuals are optimized for fast loading.
  • Incorporate videos, animations, and infographics.

8. Lead Capture Forms & Live Chat: Keep the Communication

Why it matters: Forms and chatbots increase conversion rates by 30–50%.

How to fix it:

  • Place forms on high-traffic pages (home, services, contact).
  • Keep forms short and easy to fill out.
  • Use live chat to answer questions instantly.

9. Strong Security & SSL Encryption

Why it matters: Google prioritizes secure websites, and users trust them more.

How to fix it:

  • Install an SSL certificate (ensures site security).
  • Use firewalls & security plugins to prevent attacks.
  • Implement regular backups to protect data.

9. Strong Security & SSL Encryption

Why it matters: Data-driven decisions improve conversions.

How to fix it:

  • Set up Google Analytics to track visitor behavior.
  • Use heatmaps to see where users click most.
  • Track conversion rates and optimize based on insights.

High Converting Website FAQ’s

At minimum, you should audit your website every 6–12 months. However, if your business offerings, branding, or customer behavior change, it’s smart to revisit things sooner. Regular updates to design, content, and CTAs can significantly boost conversions by keeping your site aligned with current user expectations and industry standards.

Copywriting is one of the most overlooked conversion tools. Great design grabs attention, but persuasive, clear copy is what drives action. Messaging should be benefits-focused, customer-centered, and written in a tone that resonates with your audience. Pair strong headlines with emotional triggers and concise body text to guide visitors toward your CTAs.

It depends on your goals. WordPress offers more customization, better SEO capabilities, and scalability—ideal for growing businesses. Builders like Wix and Squarespace are faster to launch and easier to manage without a developer, but can become limiting if you want advanced functionality or full control over design and performance.

Use tools like Google Analytics or Hotjar to track bounce rates, time on page, and conversion rates. High-traffic pages with low engagement or high exit rates are often underperforming. Heatmaps can also show where users drop off or ignore key elements, helping you target specific pages for improvement.

A/B testing (also called split testing) is the gold standard. You show different versions of a page or element (like a headline or CTA button) to segments of your audience and track which one performs better. This lets you make data-backed decisions rather than guessing what might work.

Final Thoughts: Is Your Website Doing Its Job?

A great website isn’t just about looking good—it needs to drive real business results.

A high-converting website includes:

  • Fast speed & mobile optimization.
  • Clear CTAs & user-friendly navigation.
  • SEO optimization & trust signals.

Is your website working for your business? Schedule a consultation with Ad Genius today!

About the Author: Brett Williamson

Brett Williamson is the founder and CEO of Ad Genius, a thriving digital marketing agency in Phoenix, AZ. What began as a quest to market another business led Brett to become an "accidental agency owner" when he discovered his innate marketing talent. With over 20 years of experience in building successful businesses, he now leads Ad Genius in fostering a strong team culture and creating innovative, collaborative marketing strategies. Brett's expertise spans leadership, buyer psychology, AI development, SEO, and digital advertising. He is passionate about helping others build great businesses and sharing valuable industry insights. Outside of work, Brett is an avid outdoorsman who enjoys archery, hunting, fishing, and digital photography. His guiding principle is to "love people when they least expect it and least deserve it.