10 tips for more website requests: How to optimize your conversion rate

In the digital world, your website is at the heart of your online presence. But despite appealing designs and high-quality content, the expected success often fails to materialize: There are no inquiries, the conversion funnel runs empty. What can you do to generate more qualified leads from your website?

In this post, we share 10 proven strategies that will turn your website from a digital storefront into an effective lead machine.

1. Ask your customers!

A/B testing is often hailed as the holy grail of conversion optimization. But the truth is: With little traffic (less than 5,000 clicks per month), A/B tests are statistically difficult to evaluate and rarely provide reliable results.

Our tip: Take the direct route and Ask your existing customersWhat they really want.

• What specific problems do you solve for your customers?
• Why did they choose your solution?
• What was the decisive factor in their purchase decision?

These valuable insights form the basis for your website and all content. Instead of relying on guesswork, you'll receive direct feedback that helps you tailor your messaging precisely to the needs of your audience.

👉 More on this topic: In our article What is a good website? 6 practical features, find out which elements your website absolutely should have.

2. Define your Ideal Customer Profile (ICP)

Trying to reach out to everyone often results in not reaching anyone properly. Successful websites focus on a clearly defined ideal customer profile:

• Who are your favorite customers to work with?
• What industry, company size and position do your most successful customers have?
• What are the specific challenges and pain points of these customers?

If you know your ICP, you can tailor your entire website communication to this target group — from the visual language and the technical terms used to the solutions presented.

3. Optimize your hero section

The hero section is the first impression of your website and often determines whether visitors stick around or drop out. An effective hero section should include the following elements:

• A clear, benefit-oriented headline that addresses the main problem of your target group
• A concise subheadline text that outlines your solution
• A strong call-to-action that clearly defines the next step
• A relevant, high-quality image or video that supports your message

Avoid generic statements such as “Welcome to our website” in favor of a clear value proposition: “Increase your conversion rate by 30% with our data-driven Webflow solution“.

4. Include social proof

People trust other people more than companies. Take advantage of this psychological effect by integrating various forms of social proof on your website:

Logos

Show logos of well-known customers or media in which you've been mentioned. This immediately builds trust. Place these logos prominently at the top of your website, ideally directly below the hero section. A well-designed “Our Customers” section with well-known brand logos can significantly increase the conversion rate, as visitors automatically develop more trust through association with established brands.

Portfolio and case studies

An effective case study tells a story: It starts with the customer's initial situation, describes the challenge, presents your solution and documents the concrete results. Measurable results, which are supported by figures, are particularly convincing. Instead of talking about “improvements” in general, give specific values:

• “Conversion rate increased by 32%”
• “Reduce bounce rate by 45%”
• “Qualified leads increased by 78%”

Customer quotes within the case study also reinforce credibility and provide an emotional component.

👉 As an example, take a look at our Webflow references , which are structured exactly according to this principle.

Testimonials

Authentic customer testimonials act like personal recommendations and are decisive for many visitors. Make sure your testimonials are as specific as possible. A good testimonial mentions specific benefits that the customer has experienced through your service.

Add a name, position, company and ideally a photo of the person to each testimonial. These elements significantly increase credibility. Place testimonials strategically on your website — they're particularly effective near decision points such as call-to-action buttons or offer pages.

Other elements of trust

Use additional elements to gain the trust of your visitors:

• Awards and Certifications: Include a brief statement that explains the significance and relevance of the award to the customer.
• External reviews: Integrate review widgets from platforms like Google or Trustpilot that are automatically updated.
• Video testimonials: This personal form of recommendation is particularly authentic and increases the time spent on your site.

5. Make sure the UX is simple

Easy navigation

Visitors decide within a few seconds whether or not to stay on your website. Intuitive navigation is therefore crucial. Limit yourself to a maximum of 5-7 main menu items and use generally understandable terms. Technical terms may be common in your industry, but they can confuse new visitors.

Make sure that your most important offers or services can be found directly in the main menu. Drop-down menus should be logically structured and have no more than one additional level. Test regularly whether typical tasks can be completed in just a few clicks.

Clear website structure

A well-thought-out structure guides visitors through your website as if by hand. Each page should serve a clear purpose and offer a logical next step. Take natural reading habits into account:

Most users scan websites in an F or Z pattern, with the top-left area getting the most attention. Place your key messages and calls to action accordingly. Use consistently consistent color codes and icons to make visual orientation easier.

In our post What is a good website? You will find further practical tips for the optimal website structure.

Mobile First

With over 50% of web traffic on mobile devices, an optimal mobile presentation is essential today. Mobile-first doesn't just mean that your website works on small screens, but that the entire user experience is optimized for mobile users:

• Large, easy-to-click buttons (at least 44×44 pixels)
• Short paragraphs and concise headlines
• Fast loading times thanks to optimized images
• Avoid pop-ups that are annoying on small screens

Google also favors mobile-optimized websites in its rankings, which makes this aspect even more important. Webflow By the way, it offers excellent opportunities for responsive design.

6. Optimize your forms

Less is more

Each additional field on your form can increase the abandonment rate. Studies show that reducing form fields from six to three can increase the conversion rate by up to 66%. For each field, ask yourself critically:

1. Do we really need this information now?
2. Can we request this information later in the process?
3. Can the information be determined automatically?

Particularly sensitive data, such as telephone numbers, should only be queried if absolutely necessary for the next step. Clearly indicate which fields are mandatory and which can be filled out optionally.

Communicate added value

Before someone fills out a form, they want to know: “What do I get out of it?” Make the specific benefits transparent. Formulate the headline and submit button in such a way that they clearly communicate the added value.

Instead of a generic “submit”, your button text should express the benefit: “Download a free e-book,” “Start a personal consultation,” or “Get a 20% discount now.” A brief statement on the form should also specify the benefits and address any potential concerns.

👉 A good example can be found in our contact form, which implements exactly these principles.

Integrate social proof

Testimonials placed right next to the form can remove any last doubts. Experience reports that relate directly to the product or service offered are particularly effective. Combine various elements of trust:

• A meaningful customer quote with photo and name
• Figures that prove popularity (“Already used by over 5,000 companies”)
• Security information on data protection and use of data

This combination addresses both emotional and rational decision factors.

Provide direct contact

Not everyone wants to fill out a form. Therefore, offer alternative contact options, particularly for high-priced products or services. A directly bookable calendar for consultation appointments, a call-back service or a live chat can significantly speed up the sales process.

Set clear expectations for response time for all contact options. “We'll get back to you within 24 hours” creates trust and prevents impatience or frustration among prospects.

7. Focus on outcome-oriented headlines

Emphasize benefits instead of features

No one is interested in what your product can do — people are interested in what problem it solves for them. The classic example: When Apple introduced the iPod, the company advertised not with “An MP3 player with 5GB memory” but with “1,000 songs in your pocket.”

The decisive difference lies in the focus on the benefits for the customer rather than on technical specifications. With each headline, consider: What specific results do customers achieve with your offer? Transform features into benefits by always asking the question “What does that mean for the customer?” answer.

Talk directly to your customers

Your headlines should feel like you're speaking directly to the reader. Use the language of your target group and address them personally with “you” instead of impersonal phrases such as “man” or “company.”

Study the wording used by your customers in conversations, support requests, or social media comments. The exact terms your customers use to describe their problems are invaluable for your headlines. When customers talk about “saving time,” use that exact phrase instead of “increasing efficiency.”

Structure your texts

Long blocks of text scare off and are often skipped over. Structure your content so that it's easy to understand even when you scan the page:

• Break texts into short paragraphs of 2-3 sentences
• Use meaningful subheadings every 100-200 words
• Use bold letters to highlight important terms or phrases
• Use bullet points and numbered lists for structured information

A good rule of thumb: If a visitor only reads your page's headlines, they should still understand the core message.

You can find more tips on headlines in our article Webflow SEO: The Complete 2025 Guide.

8. Optimize your call-to-actions (CTAs)

Action-oriented wording

An effective CTA is more than just a “buy now” button. Use action-driven, specific phrases that clearly communicate to the user what happens next. “Start a free consultation” is much more precise than a general “learn more”.

Avoid generic button texts and opt for meaningful alternatives:

• Instead of “Send” → “Get my free plan”
• Instead of “Contact” → “Request a personal offer”
• Instead of “Login” → “Create my account and save”

Visual contrast and placement

Your CTA button should stand out in color from the rest of the page and immediately catch the eye. Choose a contrasting color that is significantly different from the background color but still matches your color scheme.

The position of the button is just as important as its design. Place CTAs at strategic points on the page:

• Just below the hero section
• After convincing arguments or product benefits
• At the end of testimonials
• Close to prices
• In the footer for users who have scrolled through the entire page

Test and optimize

The perfect formulation and design of a CTA can often only be determined through systematic testing. Even small changes can have a big impact:

• Button color and size
• Personal (“my”) vs. general wording
• Add urgency (Now, Today)
• position on the page

Document the results of your tests to learn over the long term which CTAs work best for your specific target group.

9. Invest in your homepage

A strong hero section

Your homepage is often the most visited page on your website and deserves special attention. The hero section should immediately communicate what it is about and what benefits you offer. Within 5 seconds, visitors should understand:

• What you offer
• Who it's for
• What is the main advantage it offers
• What is the next step

Avoid technical jargon and abstract concepts. Instead, address specific results that your customers can achieve.

Clear presentation of your offer

The hero section should be followed by a section that explains your offer in more detail. Explain in simple terms which services or products you offer and what the collaboration process looks like. Many visitors want to know what to expect before taking the next step.

An effective approach is to visualize the process in 3-4 steps, from initial contact to the finished result. This reduces uncertainty and makes abstract services more tangible.

Target group definition

Make it clear who your solution is intended for — ideally in such a way that your target customers feel addressed directly. A section such as “Who we work for” or “Our customers” can help the right prospects identify with your offering.

Describe typical scenarios or challenges that your target group is facing. If potential customers see themselves in these descriptions, this significantly increases the likelihood of being contacted.

👉 Check out our homepage as an example of effective implementation of these principles.

Convincing social proof

Integrate various forms of customer feedback directly on the homepage. A combination of various social proof elements is particularly convincing:

• Short, concise customer quotes with photo and company name
• Logos of well-known customers or partners
• Customer satisfaction figures or success metrics
• Industry awards or certifications

A clear next step

Complete your homepage with a prominent CTA that guides visitors to the desired action. This final call-to-action should be larger and more eye-catching than other buttons on the page and contain a clear, benefit-oriented request.

Combine the CTA with a concise summary of key benefits and, if applicable, a final compelling testimonial to maximize the conversion rate.

10. Create authority as an expert

Blog with valuable content

A regularly updated blog with high-quality, relevant content is one of the most effective ways to position yourself as an expert. Share your expertise on topics that are relevant to your target audience and offer real value instead of superficial content.

Successful blog strategies combine different types of content:

• Comprehensive guidelines on key topics in your industry
• Current analyses of trends and developments
• Practice-oriented tips and instructions
• Case studies with concrete results
• Expert interviews and guest contributions

Make sure that every post has a clear structure and is easy to read. Long sections should be broken up with subheadings, enumerations, and visualizations.

For more blog inspiration, check out our articles like Webflow vs. WordPress or Webflow vs. Elementor.

Case studies

Detailed case studies demonstrate your expertise based on real projects. Unlike short testimonials, case studies offer the opportunity to present your work process, your way of thinking, and your problem-solving skills.

An effective case study follows a clear structure:

1. Customer's initial situation and challenge
2. Goals set and success criteria
3. Strategic considerations and chosen approach
4. Implementation and collaboration
5. Specific results with facts and figures
6. Customer quote to confirm

Include visual elements such as before-and-after comparisons, charts with performance indicators, or screenshots to show the impact of your work.

Free consultation services

Give potential customers the opportunity to get to know your expertise in a non-binding conversation. A free initial consultation or a brief consultation can be the start of a long-term customer relationship.

Clearly structure this offer to avoid misunderstandings:

• Define the exact scope (e.g. “30-minute strategy discussion”)
• Describe what the potential customer gets out of it (“Specific recommendations for action for your specific situation”)
• Explain the process (“After booking, you will receive a short questionnaire so that we can prepare optimally”)
• Make it clear that there is no obligation to buy

A well-designed consulting service not only demonstrates your expertise, but also builds trust, as you're willing to share some of your knowledge in advance.

Bonus tip: Technically flawless implementation

Responsive design

A technically error-free website is the basic requirement for all conversion optimizations. Make sure your website works perfectly on all devices — from smartphones to tablets to desktop computers. Test regularly on various screen sizes and resolutions.

A truly responsive design not only adjusts the size, but also optimizes the user experience for different devices:

• Adjusting font sizes for optimal readability
• Rearranging elements for different screen formats
• Optimizing touch elements for mobile devices
• Adjust image sizes depending on connection speed

Cross-browser compatibility

What looks perfect in one browser may be displayed incorrectly in another. Test your website in various browsers (Chrome, Firefox, Safari, Edge) and versions to avoid display issues.

Pay particular attention to:

• Correct display of fonts and icons
• Functionality of all interactive elements
• Consistent spacing and layout structures
• Correct color display and transparency effects

Tools such as BrowserStack or crossBrowserTesting enable systematic testing on various browsers and devices.

Quick load times

Every extra second of loading time can result in a significant loss of visitors. Optimize your website for maximum speed:

• Compress images without loss of quality (use WebP format)
• Minimize CSS and JavaScript files
• Use browser caching for returning visitors
• Implement lazy loading for images and videos
• Choose a reliable, fast hosting provider

Measure your load times regularly with tools such as Google PageSpeed Insights or GTmetrix and implement their recommendations.

👉 Read more about website performance in our article Webflow vs. WordPress, where we explain the performance benefits of Webflow in detail.

Conclusion

A website that consistently generates inquiries is not a coincidence, but the result of targeted optimizations. The most important step is to understand your customers and tailor your entire online presence to their needs.

Start with one or two of the tips above and watch your conversion rate improve. The key is continuous optimization — small improvements can lead to impressive results over time.

👉 Do you need help optimizing your website? contact us for a free initial consultation and find out how we can turn your website into an effective lead machine.