Mastering SEO  —  From Traffic to Revenue: Part 4

Thu, 12 Oct 2023

Part 4 of 5: How to Increase Conversions

Your content is ranking well on search engine results pages (SERPs), and users are clicking through to your site. But how can you persuade them to take that crucial next step?

Graphics of a green pawn chess piece casting a shadow that looks like a king chess piece.

Quality content

Let’s begin with the bedrock of success — content. Your website should offer content that resonates with every stage of the buyer’s journey. It should enhance the user experience, shed light on your business, and showcase the effectiveness of your products or the expertise of your services.

This point cannot be overemphasized — high-quality content is vital for earning the trust and loyalty of your audience. Blogs, case studies, and dedicated landing pages are all effective touchpoints for nurturing your audience at any stage of the sales funnel. Put yourself in your audience’s shoes and visualize their daily needs to better understand the information they seek on your site.

Here’s a selection of content types you should consider incorporating:

  • Reviews
  • Case studies
  • Blog posts
  • Live chats
  • Guides

Your content must align not only with the keywords you’re optimizing for, but also with user intent. For instance, if you’re aiming to rank for “Houston SEO agency,” remember that searchers are seeking SEO services, not educational content.

Optimizing web pages

Even with great leads landing on your site, a subpar user experience can drive them away. Your website is your most potent marketing tool, so ensure it works for you. Make it as user-friendly as possible, clearly explaining why visitors should be on your site, where they should go next, and what they’ll gain from their experience.

Implement compelling CTAs and prompts that guide users toward desired actions, link to relevant pages within your site, and create a seamless click path. Employ strategic messaging to encourage your audience to take the appropriate action based on their search intent. Knowing your audience will help you make your pages more relevant.

For instance, it should be effortless for visitors to find your contact information or make a purchase. If it takes multiple clicks for a straightforward request, users are likely to leave your website.

Website design and user experience (UX)

Similar to optimizing your website for click paths, a positive UX can make or break user retention. Think back to your last frustrating website experience. What went wrong? It might have been slow loading speed, broken links, cluttered pages, poor navigation, or a confusing layout. Any of these issues can drive users away after only a brief visit. Time is precious, and people don’t want to waste it navigating a convoluted website. Incorporate creative visual elements that embody your brand’s story and engage your audience. Your site should be both captivating and informative, but, above all, functional and easy to navigate.

Keep a close eye on user bounce locations; these can reveal weak points on your website. Understand the various paths your potential audience might take to reach your website or its pages and make necessary design changes. Consider conducting focus group sessions to gain direct insights from the user perspective.

Strengthen your organic efforts with paid advertising

Enhance your SEO efforts with strategic paid ads. This approach raises awareness, identifies purchase-ready leads, and drives traffic to specific areas of your website. You can also retarget previous visitors with relevant content, guiding them back to your site for conversions. Maintaining consistency between your paid and organic efforts is crucial; your brand should be immediately recognizable across different formats. If you need assistance, consider leveraging the expertise of a specialized agency.

Learn from your users

Tracking the habits of your website users provides valuable insights into how effectively your site contributes to increasing conversions. Tools like Google Analytics can monitor key performance metrics such as engagement rate, pages visited, and session duration. Armed with this data, you can make informed decisions to enhance user experiences and boost conversion rates.


An accessible website is a necessity. Accessibility ensures that people with disabilities can navigate your website with ease, while also expanding your online reach to a broader audience. Here are some ways to enhance accessibility:

  • Include alt text where appropriate
  • Use clear labels in forms
  • Use descriptive language in URLs
  • Optimize content for readability
  • Ensure keyboard navigation is possible

Everyone should be able to use your website effectively, making inclusivity a powerful tool to expand your online presence.

Additional tips

Leverage the keyword research conducted earlier to better understand your audience and their search behavior. Keywords can spark new content ideas, helping you better meet user needs and interests. Understanding pain points is instrumental in targeting the right offers, products, or solutions.

To assess user experience, navigate your website as if you were the user. Approach it with different objectives or search queries in mind, evaluating user-friendliness. This simple exercise serves as a starting point for evaluating user interactions with your site, leading to improvements in click paths, internal linking, and CTAs.

Maximize your SEO ROI with Adcetera

Improving ROI should be the primary goal of your SEO strategy. Attracting more traffic to your site is a great beginning, but it won’t mean much if you can’t convert it. Contact Adcetera to know more about our customized approach and dedicated plans to help you achieve higher ROI and more qualified leads, fueling future growth. Our cross-functional in-house teams offer a unified digital approach, leveraging our expertise across digital channels to deliver measurable results.