17 conversion marketing ideas you can ship this week
Seventeen small, practical changes to forms, pages, chat and follow-up that turn more website visitors into enquiries, without a redesign or a new budget line.
Most conversion advice assumes you have a quarter, a developer and a testing tool. Most teams have a Tuesday afternoon and a login to the CMS. So here’s a list built for the Tuesday afternoon: seventeen changes you can make this week, none of which needs a redesign, and most of which you can undo in five minutes if we turn out to be wrong about your site.
Pick three. Ship them. Come back next week for three more.
1. Put a phone number and an opening-hours line in the header
Not in the footer, where it goes to die. A visitor who wants to call shouldn’t have to scroll for it, and the opening hours tell them whether calling right now is worth the effort. If you’re closed, say what happens instead.
2. Rewrite the button that says “Submit”
“Submit” describes what the visitor is giving up. “Book my valuation”, “Check availability” or “Get my quote” describes what they’re getting. It’s a two-word change and it’s one of the cheapest things on this list.
3. Delete one field from every form
Go through each form and ask which field you’d miss least. Company size on a newsletter sign-up? Fax number (yes, still)? Remove it. If nobody downstairs complains within a month, remove another.
4. Tell people what happens after they press the button
One line under the form: “We’ll reply within the hour on weekdays, usually by phone.” Uncertainty is a quiet reason people don’t send. Removing it costs nothing, provided the promise is true.
5. Add a real thank-you page
Not a green tick that fades. A page that confirms what they asked for, says who will be in touch and when, and offers one sensible next step: a calendar link, a relevant guide, the listings they were looking at. It’s also the page your analytics needs to count conversions properly.
6. Answer the three questions your sales team hears most
Ask whoever answers the phone what people ask before they buy. Price range, delivery time, whether you cover their area. Put those answers on the pages where the questions arise, not on an FAQ page nobody opens.
7. Put the enquiry option next to the thing being enquired about
A car, a flat, a service package: the “ask about this” button belongs on that page, ideally with the item already filled in. Sending people to a general contact page and making them type “the blue one from Tuesday” is a leak.
8. Check your forms on a phone, with your thumb
Not in a browser’s mobile preview. On an actual phone, one-handed, on the bus. Do the date pickers work? Does the keyboard switch to numbers for the phone field? Does the submit button hide under the cookie banner?
9. Make the cookie banner smaller
Speaking of which. If your consent banner covers half the screen on mobile, the first thing every visitor does on your site is fight it. Keep it compliant, but keep it out of the way.
10. Time how long you take to reply
Send an enquiry through your own website at 21:40 on a Thursday. Note when the reply arrives and what it says. This is the single most useful ten-minute exercise on the list, and it’s uncomfortable often enough that we wrote a whole guide on speed to lead.
11. Offer booking, not just “contact us”
If the next step is a meeting, viewing, test drive or call, let people pick a slot themselves. A visitor who books at 23:00 doesn’t need anyone awake to do it. Most CRMs and calendars can manage a simple version of this today.
12. Swap a static form for a conversational one on your busiest page
One question at a time, with the next question depending on the answer. It suits enquiries where the right follow-up varies (buying versus selling, new versus used). Start with one page so you can compare. Our guide to writing a conversational form covers the wording.
13. Route enquiries by what they’re about
A valuation request should land with someone who does valuations. A service booking shouldn’t wait in the sales inbox. Even a simple rule on the form’s first question beats a shared mailbox that everyone assumes someone else is watching. Estate agencies with several offices can see a fuller version of this in Uprealer’s lead routing, which sends each enquiry to the right agent or office.
14. Make your site search return answers
Type the five things customers search for most into your own search box. If “electric under 30k” or “two bedrooms with balcony” returns nothing useful, you’re turning away people who told you exactly what they wanted. This is where tools like Serviceform AgenticSearch earn their keep on catalogue sites.
15. Add one piece of proof near every call to action
A review snippet, an accreditation, the number of years you’ve traded, a named team photo. Not a carousel of logos at the bottom of the page. Proof works when it’s next to the decision.
16. Look at your top exit pages
Pull the ten pages where most sessions end. Some will be fine (the thank-you page, ideally). The others are pages where people wanted something and didn’t find it. Each one is a question you haven’t answered yet.
17. Write down what a lead is worth
Not precisely. Roughly. Say a closed deal is worth €3,000 in margin and one enquiry in ten closes: each enquiry is worth about €300. Pin that number somewhere visible. It changes how people feel about a slow reply, a broken form or a page that’s been “on the list” for a year.
Where to start
If you only do three, do number 10 (reply time), number 3 (one fewer field) and number 7 (enquiry next to the thing). They’re cheap, they’re quick, and they deal with three of the commonest leaks on any website: slow follow-up, needless friction and making people work to tell you what they want.
None of this is clever. That’s the point. Conversion work is mostly the accumulation of small, slightly boring fixes that nobody got round to, and a week is plenty of time to get round to a few of them.