8 Conversion Rate Optimization Tips For Local Businesses

conversion rate optimization

Conversion rate optimization is the fastest, easiest, most cost effective way to increase your website’s impact on your bottom line. Even the smallest of businesses can benefit from increased conversion rates. Higher conversion rates mean more customers for your local business.

There is a catch, though. The most powerful weapon in conversion rate optimization — testing — can’t really be used for small websites with a limited number of conversions.

But that’s not the end of the world.

Most small business owners will be able to increase their website’s conversions just by following these tips.

1.Hire A Professional Designer

It might sound like a good idea at first. But buying templates, hiring your cousins or trying to optimize your own website will eventually cost you more money than you will initially save.

Professional designers may have experience with literally hundreds or thousands of sites. When it comes to creating a high performance website, leave it to the professionals.

2. Change The Way You Write Copy

It’s not about you, it’s about your potential customers. Your customers care only about themselves. It should be the one thing you and your customers have in common.

What does that have to do with copy?


If you focus on your customer’s needs and how your products or services benefit them, your copy will become more persuasive. Remember to use language your customers can understand and sell the sizzle.

3.Make Your Company Human

People don’t buy from companies, they buy from people. Make your company more human by featuring your employees on the “about us” page. Use real people, not models, for the pictures on your site.

This lets your visitors and potential customers know that they will be dealing with real people when they call.

4. Localize Your Content

Customers respond to convenience and like the idea of shopping locally in their communities if possible. This means if your business has a storefront, you want to make sure that your visitors know how convenient your location really is. (Minutes from the highway, close to the center of town, etc.)

If you have a service area business (a business that provides services at your customer’s location), you need to let users know that you serve their town. You can do this by adding a service area map to your pages. Also mention your service area in your copy.

5. Display Your Affiliations

Are you a member of your local Chamber of Commerce? How about your local BBB chapter?

If yes, let your prospective customers know by displaying your affiliations proudly on your website. It will help your prospects see you as a credible, trustworthy company. It will also increase your conversion rates.

6. Use Your Testimonials More Effectively

Testimonials are incredibly important. They harvest the power of social proof and are one of the easiest ways to increase conversions. Most people don’t take full advantage of testimonials. To maximize the power of your testimonials you should:

  • Use them on every page. This means you should use testimonials on every page where you are trying to generate a sale. Don’t just create a testimonial page and hope someone reads it.
  • Use them in context. If you are a plumber and someone gave you a testimonial that praises your emergency plumbing service, it would be great if you could place it on your “Emergency Plumbing” page.
  • Get them on video, if possible. According to conversion rate experts, video testimonials are the most impactful. If you can’t get video testimonials, testimonials with pictures are better than just text.

7. Create A Sense Of Urgency

When a visitor reaches your website, the site needs to sell that visitor on a couple of other things before it can ever generate an honest to goodness sale. It needs to sell your company, your services/products – and it needs to sell the visitor on acting NOW. Without the last part nothing happens.

So how do you create a sense of urgency?

By convincing visitors they will lose something if they don’t act now – special pricing, a good deal etc.

8. Keep Improving Your Web Marketing

There are no universal solutions in Internet marketing. There are only solutions for your problems, in your market that work for you right now. This is true for conversion rate optimization too.

Remember to accurately measure your conversion rates while you keep improving.

Sales Photo via Shutterstock


Vedran Tomic Vedran Tomic is the Founder of Local Ants, LLC, an local Internet marketing agency focused on helping businesses acquire more customers for less using the web.

14 Reactions
  1. I’m constantly surprised how much effort SMBs put into getting people to their websites, but don’t put much effort into having a website that gets them to take desired actions. Huge opportunity for most SMBs.

  2. Hi Vedran, These tips granted by you in this post are really worth.

    I believe if a marketer easily pursues these tricks he/she can advance ppc crusades for better visibility and conversion.

  3. Great tips!

    All are important though I really feel #3 is the competitive advantage that Local Small Businesses have over bigger box retailers.

    As the owner involved (hopefully) in the local community you have a personal brand and you can highlight your patrons with testimonials or stories and others in the community will be able to relate better with someone local.

  4. Where advice: test, measure, test, measure??? There is a ton of instruments to test conversions: mixpanel, bitscup.

  5. All very useful tips. Thanks. Some cousins can come in pretty handy if they happen to be pro designers 🙂

    I do like companies that come across personable, so I’m definitely with you on point 3.

  6. Conversions is a very important factor for every local business. It will determine if you will make more sales. I am glad that you released these tips. I agree with them especially on the part of being human. People nowadays trust a business that seems more real.

  7. Great tips! One thing I would add is that it is important to have a clear idea of what the primary goal of your site is. You can have multiple conversions, but there should be a hierarchy. For example, filling out a lead form could be the primary conversion, but signing up for a newsletter can be a secondary conversion. You should then design your site and test conversions based upon that hierarchy.

  8. Great tips Vedran! I would add the following to your tips:

    1.Hire A Professional Designer – Even better is to find a designer that specializes in your particular niche (i.e. law, medical, etc)

    2. Change The Way You Write Copy – copyblogger is a top authority on this subject 🙂

    3.Make Your Company Human – Good idea, also consider adding images and video content, and even have staff socialize in social media with prospects.

    Hope this helps 🙂

    • Mmm, yes, a designer that has knowledge of the field you’re working in. I like that. They’ll probably charge more, I suppose, but if the budget’s there, it’s worth it.

  9. Hello,
    Thank you for sharing good information about CRO. Your tips really increase conversion rates and more traffic for every single site.

  10. Good post. Useful tips. I think you can also advise to use Mobile marketing strategies like Bulk SMS,Cloud IVR and Call center solutions to get conversions easily.