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If you’re just starting out with a new WordPress website, you may be wondering why customers aren’t flooding through the door. Two factors could be hindering your website’s ability to attract and retain customers. Those two factors are: Search Engine Optimization and Conversion Rate Optimization.

Wait, what? Please Explain

Search Engine Optimization and Conversion Rate Optimization are two different concepts, but in casual conversation, they may seem like the same thing. Let’s break them down separately.

What is Conversion Rate Optimization?

A “conversion” happens when a website visitor becomes a customer. This can happen when they buy something from you, click on a link, or fill out a contact form. Thusly, “Conversion Rate Optimization” is engineering your site in such a way that more of your visitors become customers. It may seem like a simple concept, but it’s really a lot more complicated than that. For more of your visitors to become customers, you need to follow a few basic principles.

3 Keys to Improving Your Site’s Conversion Rates

Personalization is Everything

While most people report that they don’t like to be tracked online, website sales metrics say otherwise. Whenever possible, you should focus on personalizing the experience for the customer, even if it means tracking their activity on your website. Anytime you can offer someone a more personalized experience, the more likely they are to buy from you.

Stop Thinking About Features

Customers don’t care about the features of a product. They want to know how your product will benefit them and improve their life. Benefits are all about the user! Describing a product’s benefits as opposed to features helps to personalize the product for them, and that in turn makes them more likely to convert. What’s the best way to write benefits-driven content? Put yourself in your customer’s shoes and start there.

Leverage Your Site’s Data

If you’re not tracking the data your site is generating, you’re missing out on strategies you can use to optimize your site. If you’re tracking your site’s data, you’ll know what pages and products are most popular. From there you can engineer your site’s content to be more like your top-performing content, finding new ways to succeed along the way.

What is Search Engine Optimization?

Search Engine Optimization is the art and science of making sure your website ranks well for online searches. Not only does your website need to meet some basic technological benchmarks to rank well; your content must also be optimized so it’s both readable and enjoyable. If you target the right search keywords and your website provides excellent information to your website visitors, there’s a good chance your site will rank highly.

Conversely, if your website is slow, hard to use, or if it’s not meeting basic performance benchmarks; it will likely not rank well. If you’re hoping to optimize for improved conversions, your work starts with improving your search rankings (and then optimizing for conversions).

3 Keys to Improving Search Engine Rankings

Your Site Should Load Fast

Make no mistake, Google has publicly stated that they promote sites that load fast. If your site is bloated and slow, there’s a real chance it could be passed over in favor of more modern sites. The best way you can be sure to avoid this kind of penalty is by making sure your site is optimized for speed.

Your Site Should Be Easy to Use

Let’s face it. A hard-to-use site will have an impact on your search engine rankings. That’s why it’s more important than ever to make sure your site’s content, navigation, and overall functions are structured in a familiar, easy-to-use manner. It will pay dividends down the road.

Make Sure Your Content is Focused and Relevant

It’s important to make sure your site is focused on one main topic and that all your content is related to that topic. Overall, your site should be focused on one main keyword, with pages and sub-pages covering related keywords. This makes it easier for readers (and Google) to follow.


Once you’ve taken steps to optimize your site for both search engines and conversions, you may be surprised at the results you get! Overhauling an existing site (or building a new one) is no easy task. If done right, you’ll be ready to get more traffic, while driving more sales from that traffic—and that’s what the web is all about!

David Repasky

David Repasky is a Houston, TX based WordPress developer and digital marketer with over 10 years of experience and countless happy clients across the country.