Skip to main content
Contact

Improving Website Conversion Rates

Person analysing website conversion rate data on a laptop, reviewing bar charts to improve B2B website performance.

Quick Wins for Small & Medium-Sized B2B Businesses

For many small and medium-sized B2B businesses, the website is the digital front door to new customers and growth opportunities. Yet, despite investing time and resources, many struggle to turn visitors into leads or enquiries.

Improving website conversion rates is not merely about increasing traffic; it’s about creating a seamless user experience and clear, persuasive calls to action that guide visitors toward meaningful engagement. 

 

Why Conversion Rates Matter for B2B Businesses

The conversion rate shows what percentage of people visiting your website take the action you want them to, such as filling in a form or booking a consultation. This important measurement helps businesses judge how well their website is performing.

According to recent studies, average B2B website conversion rates range between 2% and 8%, depending on industry and website quality (Motarme, 2024; VWO, 2025). For small businesses with limited traffic, improving conversion rates can have a disproportionately positive impact on revenue and growth.

A higher conversion rate means better return on investment (ROI) for marketing spend and more efficient lead generation. However, many SMBs overlook the importance of optimising the user journey and the clarity of calls to action, which are critical levers for improving conversions.

 

Quick Win 1: Prioritise UX Design to Reduce Friction

User experience (UX) design plays a pivotal role in guiding visitors toward conversion. Research shows that an intuitive UX can boost conversion rates by up to 400%, while poor design can cause up to 38% of users to abandon a website immediately (LForm, 2021).

Key UX improvements include:

  • Speed optimisation, i.e. pages should load within 1–2 seconds. Studies reveal that 40% of users abandon sites that take more than 3 seconds to load (Seahawk Media, 2025). Fast loading improves user satisfaction and reduces bounce rates.
  • Clear navigation and white space meaning a clean layout with ample white space helps visitors focus on key messages and CTAs. White space around text and titles can increase user attention by 20% (Seahawk Media, 2025).
  • Mobile responsiveness: With increasing mobile traffic, ensuring your site is mobile-friendly is essential for maintaining engagement and conversions.

Investing in UX design is a strategic business decision that directly influences conversion rates. Partnering with creative design specialists can help small businesses implement these changes effectively.

 

Quick Win 2: Optimise Calls to Action (CTAs) for Clarity and Impact

Calls to action are the gateways to conversion. Research indicates that using specific, action-oriented CTAs can increase conversion rates by 161%, and placing CTAs strategically (such as at the end of relevant content) can boost conversions by 70% (Wiser Notify, 2024).

Best practices for CTA optimisation include:

1. Use Clear, Descriptive Text

Replace vague phrases like “Learn More” with specific actions such as “Request a Free Consultation” or “See Our Services in Action” (Motion Tactic, 2024). This reduces ambiguity and sets clear expectations.

2. Limit CTAs to One Primary Action per Page

Too many options can confuse visitors and reduce conversion likelihood. Focus on a single, well-defined action aligned with your business goals.

3. Design for Visibility

Use contrasting colours and appropriately sized buttons to draw attention. Increasing CTA button size can increase click-through rates by 90% (Wiser Notify, 2024).

4. Create Urgency

Adding time-sensitive language like “Offer Ends Soon” can increase conversions by over 300% by leveraging FOMO (fear of missing out).

Effective CTAs are a blend of persuasive copywriting and thoughtful design. Small businesses should test different CTA versions through A/B testing to identify what resonates best with their audience.

 

Quick Win 3: Streamline Lead Capture and Reduce Barriers

Once visitors decide to convert, the process should be as frictionless as possible. Research highlights that lengthy or complicated forms are a major conversion killer.

  • Minimise required fields: Ask only for essential information.
  • Use progressive profiling: Collect additional information over multiple interactions.
  • Provide social proof: Display testimonials, client logos, or case studies nearby.
  • Offer multiple contact options: Some visitors prefer phone, chat, or email.

 

Tracking and Measuring Conversion Success

To continuously improve your website conversion rates, tracking key conversion metrics is essential. Tools such as Google Analytics provide insights into visitor behaviour, conversion funnels, and drop-off points. Additionally, heatmapping tools like Hotjar or Crazy Egg can visualise where users click, scroll, or hesitate, revealing UX bottlenecks.

 

The “Conversion Mindset” for Small Businesses

Beyond technical fixes, small businesses benefit from adopting a “conversion mindset”, i.e. a holistic approach that views every website element as part of a conversion journey. This mindset encourages continuous testing, learning, and refinement.

 

Tailoring UX and Content for Local Context

As a UK-based agency, RMS understands the importance of tailoring UX design and website content to reflect local and regional contexts. Incorporating location-specific language, references, and case studies can boost relevance and trust among local prospects.

For example, highlighting how your services address challenges unique to regions like Greater Manchester or the North West can improve engagement and support hyperlocal SEO efforts. This localised approach ensures your website resonates with the communities you serve and helps position your business as a trusted local authority.

 

Coercive control

 

Supporting Your Conversion Goals with Strategic Content

Content plays a central role in conversion optimisation. Well-crafted, relevant content educates visitors, builds trust, and motivates action. For example, our work with Maguire Family Law illustrates how combining expert positioning with targeted digital content can significantly increase enquiries.

RMS developed a multi-channel campaign centred on a specialised topic-coercive control in divorce cases-leveraging a nationally representative survey and compelling storytelling. This approach not only raised awareness but also positioned Maguire Family Law as a trusted authority, resulting in a 29% increase in branded search impressions and a 46% rise in clicks following national media coverage.

Supporting content included a dedicated landing page, blog posts breaking down survey findings, PPC and SEO activity, and social media assets; all designed to guide visitors through the conversion journey effectively.

This case highlights how strategic content aligned with your business’s unique expertise can enhance website engagement and conversion rates.

 

SEO and AI Optimisation Considerations

To maximise the reach and impact of your conversion-focused website, consider:

  • Incorporating location-specific content to boost hyperlocal relevance and attract nearby prospects.
  • Focusing on commercial and informational keywords that align with buyer intent and generate longer AI-driven content outputs.
  • Regularly auditing and updating content to maintain topical authority and citation-worthiness.
  • Using AI tools to analyse user behaviour and optimise UX and CTAs dynamically.

Working with SEO strategists, can help you ensure your website not only converts better but also attracts the right visitors consistently.

Small Changes, Big Impact

Improving your website’s conversion rates doesn’t require a complete overhaul. By focusing on UX design, optimising calls to action, and streamlining lead capture, small and medium-sized B2B businesses can significantly enhance their digital effectiveness.

Adopting a conversion mindset and leveraging data-driven strategies will position your business for sustained growth in a competitive marketplace.

If you’re ready to turn your website into a powerful lead generation tool, RMS’s expert team can help you implement these quick wins and develop a tailored conversion optimisation strategy that delivers real results.

Call us today to discuss how we can help improve your website conversion rates through expert UX design and call-to-action optimisation.

Sources

Motarme. (2024). What are average B2B website conversion rates? Retrieved from https://motarme.com/what-are-average-b2b-website-conversion-rates/

VWO. (2025). 43 Conversion rate optimization statistics. https://vwo.com/conversion-rate-optimization/conversion-rate-optimization-statistics/

Wiser Notify. (2024). 25 new call to action (CTA) statistics in 2025. https://wisernotify.com/blog/call-to-action-stats/

Back