10 Tips to Turn Your Website into a Marketing Tool

Here is a summary of the 10 best tips to turn your website into an effective marketing tool that will help you grow your business.

By Kompass International

The first step of any web strategy always starts with creating a digital presence. There are many website-building software programs that will help you achieve this task.

A website, of course, is a great marketing tool for your business. Open 24/7, it is your greatest ally in your quest to conquer the world.

There are numerous techniques to generate more leads, increase sales, and boost revenue without investing a lot of money. Here is a summary of the 10 best tips to turn your website into an effective marketing tool that will help you grow your business.

1. Include a phone number

The first piece of advice we are giving you may seem basic, but for better or for worse, it is not a common practice because companies worry about being spammed or called nonstop. This is a big mistake.

Your website is the cornerstone of your business and the best way to contact you. Even today, the best way to answer questions from prospective customers is still by phone. This is even more relevant when you are starting a business so that you can get to know your customers and prospective customers.

Make sure it is visible on every page of your website.

2. Testimonials increase credibility

A website is an unfriendly form of media where visitors interact with your content from behind a screen. Not very glamorous.

It is important, therefore, to add a human touch when building your website, including faces, profiles, and customer testimonials, which work best in reassuring your visitors.

It’s easy to do. Don’t hesitate to ask your customers and reuse choice words from their responses that are likely to echo with your visitors. Ask for their permission to post their testimony along with a photo. Use the one on their LinkedIn profile, which is easy to download and is good quality.

Bonus Tip: If you have well-known partners or press contacts, don’t hesitate to display their logos on your home page to further reassure your visitors.

3. Get verified testimonials from external providers

If you want to reassure your visitors even more—and you are right to want to sell more on your website—add a module with certified testimonials.

There are many online services where consumers can freely post certified reviews on companies. The profiles on these communities are verified, thus preventing fake testimonials.

As a company, you can create a company profile and just add these reviews to your website.

Here are the 3 best review sites:

4. Collect an email address at all costs

The best form of online communication is still email, so your goal is to collect your visitor’s email address at all costs so as not to let any prospective customers slip through your fingers.

If you have a guide, a blog with high-quality articles, or e-books, don’t hesitate to add a registration form for your newsletter and send regular email updates.

You can display a sign-up window in the bottom-right corner of your website, although a very effective and increasingly popular option is to have the window pop up only when the visitor wants to leave.

This method is much less intrusive and is displayed across the whole screen for maximum conversion. Free online software like Sumo and Icegram let you integrate this type of system by adding a line of code to the HTML for every page on your website.

5. Upgrade your thank you page

The thank you page is normally displayed after the visitor performs an action that fulfills your main objective, such as filling out a form or signing up for a newsletter. Although it can be a formidable weapon in your sales arsenal, it is often left out in favor of a simple confirmation message.

Your visitor is more likely to perform another action, such as sharing your page on social media, after they have performed one already and are feeling positive toward your brand.

6. Install a live chat

Personalized support is becoming more and more popular in the digital realm, and it is a wonderful tool to turn your prospective customers and visitors into customers.

Live chat programs let you speak directly with your visitors, allowing you to develop a personal relationship with them as you would face to face, thus meeting your goals and developing your marketing strategies. It is a real opportunity to learn about your customers, your business, and what you have to offer.

We recommend you start a free trial on Intercom or Zendesk, which give you a bit of HTML and JavaScript code to add to all of your pages.

7. Make an explanation video about your product/service

Visitors appreciate images and videos since they are suited for the web. Explanation videos are a great marketing tool for your website and social media profiles.

They must be short and easy for everyone to understand.

Here is a complete guide to making professional explanation videos if you would like to learn the best practices on the market.

8. Have a single objective with CTAs that convert your audience

Every page on your website should have a specific common objective:

  • Get a call
  • Buy a product/service
  • Receive a guide/e-book
  • Sign up for a newsletter

To fulfill these objectives, you must add “Call to Action” buttons to your pages. These buttons may seem insignificant at first, but there are numerous good marketing practices to optimize your conversions based on graphics, text, buttons, or size.

Read 11 pro tips to optimize your calls to action (FR).

9. Run as many A/B tests as you can

Your website should be your best marketing tool. To reach this goal, you have to monitor your conversion rate between the number of visitors and the number of people who have reached the set goal.

A conversion rate between 1 and 3% is normal for general visitors. However, you should be able to optimize this conversion rate by running A/B tests on the most important pages of your website. Make sure you are only testing one thing at a time so as not to interfere with the analysis.

Possible tests include the following:

  • Graphics: changing the color of a button, size of the text
  • Editorial: changing the baseline, order of your blocks

10. Make sure your website is mobile-first

These days, people spend more time browsing on mobile than on computers, and Google now indexes the mobile version of a website before the desktop version.

Your website must be mobile-friendly, meaning it must use responsive web design so that the content of your website automatically adapts to the size of tablet and smartphone screens and it must be fast so that it quickly loads on both 3G and 4G connections.

Websites that do not meet these criteria will not be adapted to the criteria of Google’s algorithm and will not be indexed.

To find out if your website uses responsive web design, try out Mobile Tester.


Your website is your best marketing tool and ally to grow your business in the real world 24/7. You can start implementing the 10 best techniques in this summary today to grow your business.

Don’t wait another day! It’s all up to you.


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