Google's Mobile Update: Building a Website that Converts

May 22, 2015 by BizTraffic Team

two puzzle pieces coming togetherWe've delved deeply into the reasons behind Google's update that have made mobile-friendliness a ranking factor and your options for getting your site ready. (Which by the way-I predicted the importance of mobile-friendliness back in December!)

But we haven’t yet discussed some of the basics of creating a site that will convert users, and if you're not building a website that converts, it definitely doesn't matter how mobile-friendly it is.

So if your conversions aren't as high as you like, try out the tips to improving the following areas. And even if you are getting enough conversions, try them anyways because you can never have too many conversions!


call-to-action is any element on your website that asks a visitor to do something. Examples include getting users to download an ebook, attend an event, or sign up for a free consultation. Taking the specified action results in a conversion, and some extra touches can inspire more people to convert:

  • Include CTA’s on all content pages - That includes home page, blogs, service pages.
  • Communicate your unique selling point - What makes you different?
  • Clear landing pages - The page users land on after clicking a CTA should completely focus on the action you’d like them to take.


Anyone who comes to your site needs to know what you do and who you are. Quality content makes that clear through a homepage that explains your value, service pages that explain how you deliver that value, and blog posts that showcase your expertise. Make sure the words on your website say the right things:

  • Make it relevant - Outdated or unnecessary information hurts user experience.
  • Proofread - Run spell check and read it out loud to catch grammatical mistakes.
  • Improve readability - Clear and concise are words to write by. Imagine you’re writing to a friend and you’ll make your point without buzzwords and flowery language.

Quality Design

First impressions count with websites, too. A thoughtfully designed website projects a professional image and makes it easy for users to find whatever they’re looking for. Whether you hire a pro or go it alone, keep these ideas in mind:

  • Keep it simple - Some space needs to be kept open.
  • Few colors - Just choose two or three that reflect your brand.
  • Responsive design - It will maintain the layout on any device!

Coding and Technology

What’s under the hood can make a big difference. When it comes to websites, there is more to their success than ‘looks’ alone. Here are a few items to keep an eye on:

  • Clean code - Links all go to the right place and no 404 errors exist.
  • Scalability - Is it easy to add and edit content on the website? Every 5th website in the world today starts on WordPress - for that reason alone.
  • The need for speed - More than 25% of users abandon pages that take more than 4 seconds to load. Having proper optimization and hosting are vital to a great user experience.

Following these finer points will help make your website into a well-oiled conversion machine, but its only the beginning of steps you can take.

Check out 4 Easy Ways to Skyrocket Website Conversions for more ways to get website visitors to take action.

Filed Under: conversions