What makes a website convert?

Conversion is rarely a button colour problem. It is almost always an architectural one. The pages that convert well share a small set of properties.

Clarity above all

Within seconds, the visitor should understand what you do, who you do it for, and why you. If they can't, no design flourish will save the page.

Logical structure

Hero, proof, services, process, results, FAQ, contact. The order matters. Each section should answer the question the previous one created.

Friction-free actions

One clear primary action per page. Forms that ask only what's necessary. No surprise hoops between interest and contact.

Trust signals throughout

Real photography, named team members, case studies, recognisable client logos where they exist, clear contact details. Trust is built in small reinforcements.