ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Better Conversion in Small Business Websites

Updated on September 19, 2012

It's all very well having a new website designed - but you have to attract visitors and then convince them to contact you - that's where the gold is! This article helps explain website conversion for the layperson.

There seems to be general confusion about what small businesses really need to do to launch a 'traffic' attractive and lead-generating website.

Sometimes proprietors get ahead of themselves and try to jump the horse before making him trot. He or she may employ Adwords professionals, and spend $2000+ on web design... but write the text themselves. Critical error. And alas MOST traditional businesses do not have any way of capturing visitor names!

They also don't have a plan for keeping the website updated and changing - critical if you want your website to keep pace with your competitors in search engine rankings, and also keep a fresh feel for repeat visitors.

To the advertiser: the Adwords won't work as well without a well-optimised 'landing page' (i.e. the page that the ad traffic will land upon). Optimised means having a professional look at whether your target market's searched keywords are there in the title, description, the headline and the first paragraph.

I’ve done my searches on empty titles {Page Title} and found hundreds of websites built by newbies and small businesses on a shoestring. This little 'meta tag' omission is costing them plenty though!

It's Not About You Mister...

In my search I noticed how 'we' focused small business website copy is. But companies have forgotten that the most powerful word is "YOU" - it outperforms other words in almost every headline ever tested.

FutureNow Inc have more tools, webinars, and reports than the average marketer, and they don’t mind giving them away. One great tool I’ve found is the ‘We We tool’ - it interprets how many we’s the website is using compared to how many you’s. Is your spiel all about yourself, or is it client/customer focused?

Hiring a Web Copywriter

A freelance copywriter will write for your market (and take into account your goals, history and mission) so that your website has a really nice flow to it. If you use Power of Words it will be keyword optimised and proofread as well. Quality is important to me, and it should be to you.

The Copywriter may also look at writing a report for prospects, so that you have something value-adding to offer your visitors in return for their email address. This is the Gold... give first and you shall receive.


    0 of 8192 characters used
    Post Comment

    No comments yet.


    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at:

    Show Details
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the or domains, for performance and efficiency reasons. (Privacy Policy)
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)