In the early days of my business, I poured my heart into creating a website that I believed would attract clients effortlessly. I spent countless hours perfecting the design, choosing the right colors, and ensuring every image was just right. Yet, despite all this effort, inquiries were just trickling in, and my conversions were almost nonexistent. It was a hard pill to swallow, but I realized that a beautiful website alone wasn’t enough — what I needed was a high-converting website that actually worked for me.

In this post, you’ll learn:

• What makes a website high-converting vs. just “pretty”
• 3 biggest website mistakes that are hurting your conversions
• Simple tweaks to help you increase website conversions

So, what does it actually take to create a high-converting website?

Let’s dive into each of the key factors, along with my personal take on why they matter—and, most importantly, how you can start implementing them on your own website.

Most of these are quick and simple fixes, but some might require a little extra time and strategy to get just right for your audience and niche. Either way, taking the time to optimize your website now will save you hours of effort down the road — and, more importantly, start bringing in leads and sales while you sleep!

🎧 Prefer to listen? This post is based on Episode 13 of the Waves of Impact Podcast! Click below to tune in!

The Missing Link: Genuine Connection

A few years ago, I found myself trapped in the hustle cycle — constantly posting on social media, sending DMs, and I felt like I was manually convincing potential clients to work with me.

I thought I was doing everything “right” — showing up consistently, engaging with my audience, and offering services I knew could help people. But despite all my effort, I still wasn’t seeing consistent sales.

And then it hit me… I had a website, but it wasn’t a high-converting website — it was just sitting there, not helping me make sales.

❌ Mistake 1. Your Website Doesn’t Clearly Explain What You Do

My site looked the part, but lacked the messaging that resonated with the target audience I aimed to serve. My visitors couldn’t see the value I offered and how it would help them, so they left.

✅ Here’s how to fix it:

• Make sure your homepage headline is clear, simple, and focused on your ideal client
• Answer WHO you help, WHAT you do, and HOW you solve their problem

That was the turning point. I realized my website should be my hardest-working team member—the one working 24/7 to bring in leads and sales while I sleep. If you want a website that does the selling for you, keep reading.

Simplify Opt-Ins With Clear Calls to Action

A cluttered, confusing website keeps potential clients from knowing where to focus or click. If visitors aren’t taking action, they likely don’t know the next step to take with you.

❌ Mistake 2. Your Website Is Missing a Clear Call to Action (CTA)

Having intentional call to action buttons (and using consistent button colors throughout your website) helps guide your ideal audience toward taking the next step with you. Each page of your website should have a clear next step for your audience to take without confusion.

✅ How to Fix It:

• Make sure every page has a clear, bold CTA that stands out
• Use strong, action-driven language instead of passive phrases

The Power of a Valuable Freebie

Here’s the hard truth… Most of your website visitors aren’t ready to buy the first time they land on your website.

Think about your own habits — how often do you visit a website, immediately pull out your credit card, and make a purchase? Probably not very often. Your potential customers and clients are the same way.

They need time to learn about you, trust you, and understand the value of what you offer before making a buying decision.

That’s why a high-converting website doesn’t just ask for a sale — it nurtures leads over time. And one of the best ways to do that? A valuable freebie (also called a lead magnet).

❌ Mistake 3: Your Website Isn’t Capturing Leads

A freebie gives potential clients an easy way to engage—like a checklist, guide, or resource solving their problem. In return, they join your email list, allowing you to build trust, nurture leads, and convert them into clients.

✅ How to Fix It: Create a Freebie That Attracts & Converts

• Solve a specific problem → Your freebie should offer a quick win that speaks to your audience’s biggest pain point.
• Make it irresistible → Think about what would make your ideal client say, “I need this!” and download it instantly.
• Make it easy to access → Place your opt-in form on your homepage, blog posts, and key website pages so your visitors don’t miss it.

If your website doesn’t currently have a way to capture leads, this is your next step! A freebie transforms your website by turning visitors into subscribers and subscribers into paying clients.

An example of this is my free Perfect Customer Journey Map that helps business owners identify and fix gaps in their sales process — so they can attract more leads and sell with ease.

Conclusion:

If your website isn’t converting, reassess it for mistakes that could be costing you leads and sales.

Remember, a high-converting website is more than just a pretty page on the internet. Guide your audience from pain to desire by creating authentic connections through offers that solve their problems.

A high-converting website should:
➡️ Capture new leads on autopilot (so you’re not relying only on social media)
➡️ Build trust (so your ideal customers feel confident to buy from you)
➡️ Make taking action EASY (so people buy, book, or sign up without hesitation)

Your website is often the first impression your potential clients have of your business. If it isn’t generating leads or sales, optimize it into a high-converting site that works for you.

Feeling overwhelmed with where to start? Don’t worry — I’ve got you! Download my FREE Perfect Customer Journey Map — a step-by-step guide to identifying and fixing the gaps in your website so it actually attracts and converts your ideal clients.

💬 What’s ONE update you’re making to your website this week? Drop a comment below or tag me on Instagram @JessieRichardsDesigns!

Remember — you’ve got this, and I’m here to support you every step of the way. Entrepreneurship is messy sometimes, but to succeed and truly reach your goals, you’ve got to be willing to ride the waves!