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How to Turn Website Visitors into Sales

January 26, 2022 Allison Gibbs

How to Turn Website Visitors into Sales

Your brand is in a race with the competition. The winner will be the one who can communicate the most clearly. Part of that communication strategy is a clear call-to-action to close the business.

It seems so straightforward, right? Then why is it so difficult to turn your website visitors into sales conversations?

There’s probably some aspect of not wanting to sound pushy. Maybe you’re concerned about a big BUY NOW button being perceived as aggressive. One of the biggest issues that we see is not knowing how to invite your customers into a sales conversation. Here are five tips for how to turn website visitors into sales.

1) Frame the Problem You Solve

When we hand money over to purchase a product, the pain receptors go off in our brains. The physical act of purchasing something is received by the brain as pain unless the item you’re purchasing is going to provide a solution to a greater problem causing greater pain. Though the act of starting a sales conversation isn't the same level of pain associated with the actual purchase, it's the first step towards the potential pain of purchase.

For you to get sales conversations started, you need to ensure that you are the buyer are aligned on the problems they are trying to solve. When the weight of the problem is front and center, the potential buyer feels the pain of the problem is. You don’t want them to just sit in their misery, but you want to ensure that the pain of the problem is greater than the pain of the purchase.


2) Clearly Present Your Product as the Solution

Once you’ve presented a problem they need to solve, you need to present the ways your product is the solution.

This is not a time to offer all the features and abilities your product has. This is the time to direct your product features to the benefits that result in the problem disappearing.

Additionally, no one likes to be sold to, but everyone likes to buy. When you start by framing the problem, then presenting the solution, you ensure you have framed the purchase of your product as a buying experience. 

Lastly, people love to know they aren’t alone. If you have reviews, testimonials, or the ability to show customer logos, then highlight the success your other customers have experienced.


3) Identify Your Direct and Transitional Calls-to-Action 

It’s time to ask for the sale. These calls to action are a lot like the "Marry me or date me" way of thinking about these two types of CTAs. 

Your Direct CTA is for when your customer is ready to get married (or become a customer). This is usually the first step in the sales process. What is the first action your prospect needs to take? Identify this direct CTA and make it clear what you want your users to do.


  • Request a Demo
  • Schedule a Call
  • Contact Sales

Your Transitional CTA is for when your visitor isn't ready to marry you yet, but they are interested in a date (or learn more about you). Create excellent content that keeps your audience engaged.


  • Checklist
  • Ebook
  • Downloadable to solve a common problem

This gives your visitor a chance to see your expertise and gives you a chance to start nurturing them through the buyer’s journey. 

As less people are giving out their email address, you want to ensure your offer provides an amazing value. A good rule of thumb is that people should feel you’ve offered so much value, they should have paid for the transitional CTA. This will build real trust and ensure when they are ready to buy, they come to you.


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4) Don’t Hide Your Direct Call-to-Action

As sales and marketing evolved, we stepped out of the pushy salesperson’s role and into the role of educator. We have swung so far in the education direction that we’re stunting our own growth by never asking for the sale. Or at least, hiding the direct call-to-action and using squishy language.

Make it loud and clear what you want your visitor to do to get started. Then repeat it throughout your website. 

Your direct CTA should be a straightforward action like “Schedule a Consultation” or “Buy Now.” Simply think through the first step in the buying process, and make that your Direct CTA.

Don’t whisper. If you litter your website and content with  “Learn More” language, you run the risk of losing opportunities.


Start Today

Many of the changes outlined today can be implemented with a solid day of work. But these changes will boost your conversions and have a massive revenue impact on your business. 

So if you are looking at the homepage of your website, simply add a section right below the header that identifies the problems you solve. Then below that section, outline exactly how your company solves the problem you’ve outlined above. Lastly, ensure every call to action clearly invites your website visitors into a sales conversation. 

If you’d like to see an example, just check out our home page! Additionally, if you’re ready to fix your sales and marketing message, schedule a call today

(See what we did there 😉)


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Allison Gibbs

Allison Gibbs

Allison found her love for marketing while studying business alongside her theatre degree at Indiana University. She loves offering simple solutions to complex problems (and tacos). In her down time, she loves a good run and staying involved in theatre (which landed her in a SuperBowl halftime show alongside Madonna)

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