You may have noticed it already, but times have changed. Indeed, with the digital world we live in, people are always connected and use the internet for their everyday life. Websites represent our main source of information, for work, research, shopping, and entertainment. As a result, your website is accessible at any time and anywhere and is a tool for all your marketing activities and to convert your visitors into customers.
But if you want your website to convert effectively visitors into clients you need to make sure that your website structure is organised and operational for this.
This is why we created this article to help you figured out the perfect website structure that converts visitors into clients.

First, you need to ask yourself some question about your website:

  • What information is the most important about you?
  • What makes you stand out in front of other competitors?
  • Why are you different (price/ quality/ service …) for your client?
  • Do you want to display your prices on your website or you prefer doing a quote?
  • Do you want a contact form or booking form on your website?
  • What types of content do you want to be present on your website?
  • Why/where visitors quit or will probably quit your website?

When you have all your answers you can start building an effective website structure. Many websites lack a strong structure to guide visitors to the information they’re looking for. Having a clear site structure also leads to a better understanding of your site by google, so it’s especially important for your SEO.

Website Structure Best Practices

1) Landing page

Visitors are arriving on your website from a variety of sources. For example, they can come from email marketing, search engines, social media, advertising, etc. And depending on the link they are redirected to they can land on all your website page, homepage, about us, contact, team, article page, blog posts, etc.
This is why you have to be careful that on every page they can land on they are having a great idea of how your website work and where they can find information. Moreover, every page needs to be proactively converting for those visitors into clients.

This is why on every page of your website they should be able to find the menu, the contact page. You should never assume that your visitors are doing long research to find the information they are looking for.

2) Call to action

This is not a secret, you need a lot of call to action on your main pages (home, contact, about us, etc.)
If you don’t put a call to action directly on the page you can also use a pop-up page, a lead generation widget. There are different forms for those widgets and the ones that work the best are:
– the pop-up

– the corner scroll box, which we call a “Leadhook”

3) Create lead magnet

A lead magnet is a web content offered to a prospect in return for contact information.
You can put this lead magnet inside the call to action and this way collect a lot more information about your visitors. You can ask for example a name and an email address. Then you can share the lead magnet thanks to:
– Content redirection: host the content online and send it back directly when the form is submitted to this content. This is the simplest solution but it is also the riskiest since someone leaving an invalid email will still be able to access the content.
– Sending the content by email: the lead will receive by email the content or the link allowing him to access it. This allows you to have an additional level of verification on the quality of a lead, preventing toto@toto.com to download your content…


Several categories of content can be shared with visitors:

  • White papers, e-books and reports on the specific issues of your target customers.
  •  Checklists support your target customers step by step in solving a problem they are facing.
  • Templates to allow your prospects to save time by providing them with a directly usable template (calendar, budget, mail,…).
  • Quizzes or tests.
  • Kits to solve an operational problem.
  • Access to a video course or webinar.
4) Content

Layout: The location where you choose to place elements in your design gives you control to direct visitors to where they should act or read more information.

Content/Message: What you say has a huge impact on visitor behaviour. If you say too much, you overwhelm your readers. They never read everything and jump through the text. Say a few things and you may not get the message that is important to know. Be clear and concise and try to give all relevant information about your business and what your visitor can look for.

Feature: Is your website easy to use? Does it work on mobile phones and tablets as well as on a desktop computer? Isn’t it taking too long to load?

Design: The design of your website creates an atmosphere and values behind your company. The colours you choose and the images you choose will unconsciously develop the first impressions of your website’s visitors.

Don’t forget that it’s not because your website looks good that he convert a lot more. But of course, the appearance can add values to your company.

We hope this article will help you create a website that converts more visitors into clients. Please feel free to share this article if you found it useful! 

This article was written by Ambre Kerleau

You can find more marketing and strategy related article on our blog page.  

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