Another way to improve conversion rates is to place offers across your site more strategically. Your website needs to have a variety of different pages for different phases of your prospects’ buyer journeys. You need pages for awareness, pages for consideration and pages for decision-making, and you need offers that align with those pages.

If you put a Contact Us offer on an awareness page, the conversion rate is going to be very low, because the people on that page don’t want to talk to you yet. If you put a Request A Demo or Free Trial offer on an awareness page, they’re not going to convert, either. Why? Demos and free trials are usually bottom-of-the-funnel, decision-making offers, and putting them on the home page – or every page – is a big mistake.

Instead, take your website through a mapping exercise where you identify the role of each page in the buyer journey. Then add the right offers to the right pages. This exercise often reveals that your site is actually missing pages for different stages of the buyer journey. These pages have to get added if you want to give visitors the experience they need to convert from visitor to lead.