How to Design for Conversion: Turning Website Visitors into Customers
Industry News • 28th February 2025
When it comes to turning website visitors into customers, the design isn’t just about looking good. It’s about making it easy, clear, and even a little irresistible for them to take the next step. At PHd Design, we don’t believe in flashy design for the sake of it. We focus on creating websites that make visitors feel like they’ve just walked into the right place — and most importantly, take the action you want.
So, how do you design for conversion? Let’s take a look at the strategies that can help guide your visitors from casual browsers to loyal customers.
1. Call-to-Action (CTA) Buttons: Your Digital Salesperson
Think of your CTA button as the digital version of a sales assistant who’s been trained to lead people to exactly where they need to go — without the hard sell.
Make It Stand Out
Your CTA should pop. The button’s colour should contrast enough to catch the eye without clashing with the overall design. It needs to feel like a clear invitation to take action.
Use Action-Driven Language
We’re not here for bland text like “Submit” or “Click Here”. Instead, use words that spark a sense of urgency or excitement, like “Get Your Offer”, “Start Today”, or “Claim Your Spot”. It’s about making it feel like something they’ll want to do, not have to do.
Placement is Key
Put your CTA in places where your visitors are naturally looking. Think above the fold, at the top of the page, and again further down as users scroll. This way, you’re offering a constant reminder of what they should do next.
CTAs that are easy to spot, clear to understand, and full of personality can make a massive difference in converting visitors into customers.
2. Colour Contrast: It’s Not Just About Pretty Colours
Colours are powerful. They don’t just make your website pretty — they guide your visitors and highlight what matters. Here’s how to use colour contrast strategically:
Make Your CTA Pop
A bright, contrasting colour on your CTA buttons is a quick way to direct attention. Imagine an orange button against a white background — it’s like a beacon telling your visitors, “Click me!”
Ensure Readability
Text is your friend, but only if it’s easy to read. Make sure there’s enough contrast between your text and background. If it’s hard to read, users will bounce, and we don’t want that.
Colour To Influence Emotion
PBlue builds trust, green feels calm and balanced, while red can create a sense of urgency. Use your colour palette to reinforce the feeling you want your visitors to have as they interact with your site.
Colour plays a vital role in directing attention, helping guide users effortlessly through your site to where you want them to go.
3. Strategic Layout: Less Is More
A cluttered website? No thanks. Users want a smooth experience where they can quickly find what they need without getting lost in a maze of options. Here’s how a simple layout can lead to more conversions:
Streamline Your Navigation
Don’t overwhelm visitors with too many choices. Too many menu options can cause confusion. Keep it simple, clear, and easy to follow.
Whitespace is Your Secret Weapon
A tidy website with plenty of space to breathe makes everything more digestible. It gives users room to focus on the important stuff — like your products, services, or CTA buttons.
Prioritise What Matters
Place your most important content where users are likely to see it first. If you want them to buy, show your products front and centre. If you want them to sign up, make that signup form hard to miss.
The goal is to make it easy for visitors to navigate your site and understand exactly what you want them to do. The simpler and clearer you make it, the more likely they are to convert.
4. Mobile Optimisation: Because Everyone’s on Their Phone
Let’s face it, most people are browsing websites on their phones now. If your site isn’t mobile-friendly, you’re missing out on a huge chunk of potential customers. Here’s why it’s so important:
User Experience is King
A website that looks great on desktop but is a nightmare to navigate on mobile will have users bouncing quicker than you can say “conversion”. Ensure your website’s design adjusts to different screen sizes, so users on mobile have just as smooth an experience as those on a computer.
Speed Matters
Mobile users tend to be a lot less patient. If your site takes more than a few seconds to load, chances are your visitors will hit that back button. Optimise your images and ensure the page loads fast.
Clickable CTAs
Smaller screens mean smaller buttons, so make sure your CTA buttons are large enough to be easily tapped with a thumb.
Mobile optimisation isn’t optional anymore. It’s an essential part of creating a seamless, conversion-friendly website.
5. Trust Signals: Because No One Buys from Strangers
Before a visitor becomes a customer, they need to feel like they can trust you. A professional, polished design helps, but you can do more to boost credibility:
Social Proof
People trust other people. Show off testimonials, case studies, or even the number of happy customers who’ve bought your product or used your service.
Security Badges
If you’re asking people to share personal info or make purchases, show them that their data is safe. Display SSL certificates, payment badges, or any other security indicators to reassure visitors.
Contact Info That’s Easy To Find
If your visitors can’t quickly find your contact information, they may not feel confident in reaching out. Always make it easy for people to get in touch with you, whether it’s through a form, an email address, or a phone number.
Trust is the foundation of any business relationship, and a few simple signals can go a long way in reassuring your visitors that they’re in good hands.
In Conclusion: Design with Purpose, Not Just Aesthetics
At PHd Design, we believe that great design is both functional and beautiful. By focusing on these key elements — strong CTAs, colour contrast, intuitive layout, mobile optimisation, and trust signals — you’re creating a user experience that not only looks great but also drives results.
Remember, a website that’s easy to navigate, quick to load, and crystal clear about what action you want your visitors to take will make all the difference. It’s not about flashy visuals; it’s about creating a seamless experience that guides your visitors toward taking the next step.
Want to make your website work harder for you? Get in touch with us at PHd Design. With over 30 years in the game, we’ve got the expertise to help your business convert more visitors into customers.
Ready to turn those clicks into conversions? Let’s make it happen.
Ready to Turn Your Website into a Conversion Machine?
If you’re ready to optimise your website for better conversions, we’re here to help. Whether it’s improving your CTAs, refining your layout, or making sure your site works seamlessly on mobile, PHd Design has the expertise to make it happen.
Not quite there yet? No problem! Stay ahead of the curve with our fortnightly newsletter, packed with actionable tips, industry insights, and the latest PHd Design projects. Click here to stay sign up.