As a local business owner, your website is your digital storefront. It's where potential customers go to learn about your business, and ultimately, decide whether to make a purchase. But, just having a website isn't enough. You need to ensure that your website is optimized for conversion. The better your conversions are, the more revenue you will earn. Here are nine smart updates that you can make to help increase your website conversions and turn more visitors into customers.

Update #1: Improve Website Speed A slow website can have a significant impact on your conversion rate. For example, Kissmetrics reports that a 1-second delay in page load time can result in a 7% reduction in conversions. To improve your website speed, consider compressing images, minifying code, and enabling caching. Additionally, consider upgrading your website hosting to a faster server if necessary.

Change 2: Simplify Navigation A complicated navigation menu can make it difficult for visitors to find what they're looking for. To simplify navigation, consider organizing your menu into clear categories and using dropdown menus to provide additional information. Additionally, make sure your navigation menu is consistent across your website to avoid confusion. For example, check out the navigation menu on the website for The Home Depot.

Change 3: Use Compelling Headlines Your website's headlines are the first thing visitors see and can have a significant impact on their decision to stay or leave. To create compelling headlines, focus on benefits rather than features. Additionally, use clear and concise language and consider using emotional triggers to create a sense of urgency. For example, take a look at the headlines on the website for Airbnb.

Change 4: Improve Your Website Design Your website's design can play a critical role in its conversion rate. To improve your website design, consider using a clean and modern layout, clear typography, and high-quality images. Additionally, make sure your website is mobile-friendly to ensure a positive user experience across all devices. For example, check out the website for Warby Parker for an excellent example of clean, modern design.

Change 5: Use Calls-to-Action (CTAs) Calls-to-action (CTAs) are an essential element of any website's design. To create effective CTAs, use action-oriented language and make them stand out on the page. Additionally, consider using contrasting colors to draw attention to your CTAs and ensure they're visible across all devices. For example, take a look at the CTAs on the website for HubSpot.

Change 6: Use Testimonials and Reviews Testimonials and reviews can help build trust with your website visitors and encourage them to take action. To use testimonials and reviews effectively, make sure they're prominently displayed on your website and use social proof to demonstrate the value of your products or services. Additionally, consider using video testimonials for added impact. For example, check out the testimonials section on the website for Shopify.

Change 7: Implement Live Chat Live chat can be a powerful tool for improving your website's conversion rate. By providing real-time support to visitors, you can address any concerns they may have and increase their likelihood of converting. To implement live chat effectively, make sure it's prominently displayed on your website and staffed by knowledgeable representatives who can provide helpful support. For example, take a look at the live chat feature on the website for Zappos.

Change 8: Add a Chatbot Chatbots can be an excellent way to provide real-time support to website visitors and improve your website's conversion rate. Chatbots can answer common questions, provide product recommendations, and even help visitors complete purchases. For example, check out the chatbot on the website for H&M, which can help visitors find products and make purchases.

Change 9: Implement Exit Intent Pop-ups Exit intent pop-ups are designed to trigger when a visitor is about to leave your website. By offering a compelling offer or incentive, you can persuade visitors to stay on your website longer and increase the likelihood of conversion. Consider using exit intent pop-ups to offer a discount, free trial, or other incentive to encourage visitors to take action. For example, the website for online retailer Macy's uses an exit intent pop-up to offer a 25% discount to visitors who sign up for their email newsletter. The pop-up appears when a visitor is about to leave the website, and it encourages them to stay on the site by offering a significant discount. 

By implementing these nine changes, you can create a website that not only looks great but is also optimized for conversions. Remember, optimizing your website is an ongoing process, and it's essential to continually monitor your website's performance and make changes as needed. By providing a positive user experience and clear calls-to-action, you can turn your website into a powerful tool for driving business growth. Whether you're a small business owner or a large corporation, these strategies are proven to get results and should be a core part of your website optimization strategy. So what are you waiting for? Start making these changes today and watch your conversions soar!