Many people believe that it is both time-consuming and resource-intensive to optimize their website - and it can easily be!


But fortunately, small changes that are both quick and easy to make can yield good results and thus raise your conversion rate.


Does that sound exciting?

So get below 5 methods for quick and easy website optimization.


Let’s start with an imaginary example. 


You have a website - and it's good. Immediately it works for you, because people visit it and find their way via e.g. SEO, Social Media and Google Ads. But something is completely wrong!


You do not get any conversions. Your forms, Call to Actions (CTAs) and free downloads will not be used. So your visitors find your website, but then it also stops and they do not do as you hope.



But what then? Can the website be saved? 


Fortunately, it often can. Just use some simple techniques obtained from CRO (conversion optimization). This is because it is about meeting your visitors' expectations and needs by presenting them with relevant information and content, so that you give them the best possible opportunities to take a desired action.


Therefore, conversion optimization includes a number of different elements such as visual design, user experience, content, psychology and customer journey mapping.




Throw yourself into it


Changing the visual design or content, for example, seems like a big process. And that is why many are already stopping here. But there is no reason for that.


Because with the thoughts behind Growth-Driven Design (GDD) , you just have to throw yourself into the fixes. This is about making changes quickly to also get some results that tell whether it is worth making further corrections.


Designing a website should therefore not be a project with a deadline, but an ongoing process without end.


That process hasthe American software platform, HubSpot been developed by, as part of an inbound marketing strategy. And it can be used whatever you need to build a brand new website or you would like to maintain your current one. 

If it is just over 6 months since you last visited your website, there is a good reason why it needs a loving hand.





The process is very different from the method web designers usually use when building a website. It is about designing and publishing a website much faster than we are used to - and there can be mistakes! Afterwards, it is continuously developed on the basis of e.g. tests such as split tests and other data.


That is, you launch your website long before it is actually finished.

And then we have to remember…

It will never be finished.


Therefore, there is no need to wait several years to restructure your website. It is something you can do within a few days and in just a short time you can reap great knowledge from your data. And from here, develop further on your website. During the process, you thus continuously improve your website.



And then the 5 methods


First of all, keep in mind that what works from site to site is very different. And maybe you are already well underway with some of the 5 methods or more others? The 5 are just a small selection of the many things you can change - with great gain.


  1. Write to convert

When you create content for your site, for what purpose do you then put yourself to the keys? If it's not with more conversions in mind, then maybe you should not spend time on it at all.


Writing good, inspiring and exciting texts has a big impact on the conversion. Therefore, you should first of all make up your mind about WHO you are writing to. And here it may be advantageous to prepare one or more personas.With such, you always have your consumer in mind when you have to write, and this means that you get easier by adapting your content and thus establishing a good connection to your audience. And it provides more ready-to-buy leads.


After that, you should be clear, precise and maybe even a little obvious in the way you write. No one bothers to spend time on long and complicated texts. Just because you think it's interesting, the case can easily be another with your user. 


Therefore, write as personally as possible. This means that you should use words like 'you' and 'you' and not 'man'. You've probably heard that before. 


But also explore your options for creating segmented and personalized content based on data. This is something that is possible with, for example, a CMS system like HubSpot where you can via Smart Content decide who sees what on the basis of data - it's smart.


  1. Strategic placement of forms

We tend to place some of the most important on our website at the very bottom. And that's a bad habit!


These are the different types of forms that we use. These can be, for example, registration forms and contact forms. They indicate exactly what we want our visitors to do - so why not give them a more important location? 


So move your forms further up on your landing pages.


And then also make sure that they are easy and intuitive to fill. If, for example, you have the opportunity via your CMS system to pre-fill in some fields for your visitors, such as name and company, then finally do it. It just makes it much more appealing to plot the last few pieces of information in front of your users.


Also remember to make them as short as possible. For example, there is no reason to ask for 'profession' if it is not something you actively want to use anyway. The fewer fields, the more registrations - it's that simple. Here you have to think a lot in 'nice to have' and 'need to have'.


Take advantage of Call to Actions

If you use Call to Actions - you do it safely. Otherwise, it's getting started.


But using CTAs and using its CTAs strategically are two completely different things. 


A CTA can be, for example, a button or an image that encourages our visitors to do something - click on them. Therefore, they must also stand out on a landing page. They can do this, for example, by appearing in a different color, font or size. Especially the size is important. Because if your CTA is not bigger than the remaining text, it will just drown in it. But also think about the language.


Nothing is more un-charming than the usual 'Click here'. Instead, try to come up with something more exciting. 'Click here' can, for example, become 'Show me more'. And if you want your recipients to download a white paper, for example, do not just write 'Download now', but try more personal phrases. It can be 'You can download your free whitepaper here'.


The location of your CTAs is also important. Therefore, use tools such as Hotjar, which via heat maps can tell you where your visitors' eyes are drawn to your pages. Those places are ideal for your CTAs.


Be mobile friendly

More and more of us prefer to search a website from our mobile rather than our computer. This is because it is faster, and therefore also many times easier to get the knowledge and information we lack. In fact, it seems that up to 50% of all searches today are made from a mobile. And of course you have to embrace that.


Therefore, your website should have a responsive design. That is, it adapts to the screen size from which it is accessed. In some systems you can simply choose to have your pages in a responsive design, while other times it means you have to design the different views.


Either way, it is always an advantage to check your mobile view out and possibly. make some strategic adjustments. Maybe there is a need for easier navigation on the mobile, or maybe CTAs need to be shortened.


  1. Remember the clarity

Many people sit and remove the air and the white areas that are on their website. 'It's just a waste of space'. The truth is just another.


The white air and the spaces you have in your texts and between your elements in general, help to create lots of clarity, because it becomes easier for the eye to decode and see. And it also lets you more easily highlight the most important areas of your site.


So air is good. And that's why it's something you should make active use of in your overall website design. You can also create the same clarity by making sure that your elements are well organized - and here it is also an advantage to remember a common thread through all your landing pages. Feel free to experiment with bulletpoints, which generally create a good overview.


However, also think about things like style and sizes. If your text in, for example, your headlines is too gnarled in the font to read and thus difficult to decode quickly, the eye will be irritated, and then it will not have the intended effect. And the same is true if the size is huge, then a simple sentence fills several lines, or it is so small that you have to have your head all the way to the screen to read it.




And then you get just a little extra


There are many more methods, and we are of course ready to help you with your site, so you get it well optimized.


One thing that should also be mentioned though is an easy navigation. No one bothers to spend time on websites that they can not find around. Therefore, make your site user-friendly and intuitive. And also make sure to have a search function that guides and guides so that you provide the absolute best online service.


And if, for example, you want more people to click on a specific area in your menu bar from a given landing page, be sure to highlight that point. Or maybe completely remove the other points.


So you need to make it clear what you want your visitors to do and not just expect 'them to find out'.

It all starts with a conversation

Martin Mensbo Christiansen
Head of HubSpot