You’ve got a great-looking website. You’re getting traffic. But there’s one big problem—your website isn’t converting visitors into customers.
Sound familiar? Many local businesses struggle with low website conversions, leaving them wondering why people visit but don’t take action.
Here’s the good news: Most website conversion issues are fixable with the right strategy.
At Rep Lock Marketing, we specialize in boosting website conversions for local businesses. Let’s break down 10 proven fixes to turn more visitors into paying customers.
Why Your Local Business Website Isn’t Converting Visitors into Customers
Before we dive into the fixes, let’s talk about the common reasons why website conversions are low. Here are a few common culprits:
- Your call to action (CTA) is weak or nonexistent. If people don’t know what to do next, they’ll do nothing.
- Your website is slow. If it takes too long to load, visitors will leave before they even see your services.
- Your site isn’t mobile-friendly. Since over 60% of local searches happen on mobile, a clunky mobile experience is a deal-breaker.
- Your business lacks credibility online. If potential customers don’t see reviews, testimonials, or local affiliations, they may hesitate.
- Your contact info is hard to find. If a visitor has to search for your phone number or address, they’ll move on—probably to your competitor.
Now that you know the problem areas, let’s talk solutions.
10 Fixes to Boost Website Conversions for Local Businesses
1. Make Your Contact Information Impossible to Miss
Want more website conversions? Make it easy for visitors to contact you.
When someone lands on your website, they shouldn’t have to hunt for your phone number, address, or contact form. Put that info front and center.
- Display your phone number at the top of every page.
- Use a “Click to Call” button for mobile users.
- List your hours and address in the footer.
- Make sure your contact page is easy to find (not buried in a menu).
Local Tip: If you’re in Austin, for example, say “Proudly serving Austin and surrounding areas like Round Rock, Cedar Park, and Georgetown.” It reassures customers you’re local and reachable.
2. Speed Up Your Website
Did you know that a 1-second delay in page speed can drop your website conversions by 7%?
It’s frustrating as a user when you click on a website, and… nothing. Still loading. You wait. Nope. So, you leave and call someone else.
That’s exactly what your customers do when your site is slow.
- Use Google PageSpeed Insights to see how fast (or slow) your website is.
- Optimize images (biggest speed killer).
- Use caching and a fast hosting provider.
- Ditch unnecessary animations and large video files that slow things down.
Pro Tip: A faster website isn’t just good for website conversions—Google ranks fast websites higher in search results.
3. Ensure Your Site Is Mobile-Friendly
Pull up your website on your phone right now. Does it load correctly? Is the text readable? Are buttons easy to click?
Since most local searches happen on mobile, your website needs to work flawlessly on small screens.
- Use Google’s Mobile-Friendly Test to check your site.
- Make sure text is readable without zooming in.
- Ensure buttons and forms are easy to tap.
- Avoid pop-ups that block the screen.
Local Tip: If people in your city are searching for “best HVAC repair near me,” they’re likely on their phones right now. Make it easy for them to call you with one tap.
4. Add Clear and Compelling Calls to Action (CTAs)
Your website shouldn’t just exist—it should tell visitors what to do next.
A weak CTA sounds like: “Learn More” (learn more about what, exactly?).
A strong CTA sounds like: “Schedule Your Free Consultation Now” or “Call Us Today for a Fast Quote.”
- Use action-driven words (Book, Call, Schedule, Get).
- Place CTAs above the fold (where people see them without scrolling).
- Make them stand out—use contrasting colors and bold text.
Example: A local roofing company changed their CTA from “Contact Us” to “Get Your Free Roof Inspection Today”—and saw a 35% increase in leads.
5. Display Trust Signals to Build Credibility
Would you hire a service with zero reviews? Probably not. Your potential customers feel the same way.
People trust real customer experiences. If you don’t have trust signals, your website isn’t converting as well as it could.
- Add Google, Yelp, or Facebook reviews to your homepage.
- Showcase logos of local partnerships (e.g., “Member of the Austin Chamber of Commerce”).
- Use real customer testimonials—not just generic “great service” quotes.
6. Optimize Your Google Business Profile & Local SEO
If you haven’t claimed and optimized your Google Business Profile (GBP), you’re missing out on free traffic.
- Make sure your business hours, phone number, and location are up to date.
- Add photos of your storefront, team, and products/services.
- Encourage happy customers to leave Google reviews.
7. Use Location-Based Landing Pages for Different Areas You Serve
If you serve multiple locations, don’t just list them—create dedicated pages for each.
Bad Example: “We serve the Austin area.”
Great Example: “Looking for top-rated HVAC services in Cedar Park, TX? Our expert technicians provide fast, reliable repairs and installations throughout Cedar Park and surrounding areas.”
SEO Tip: Use local keywords like “best pest control in Round Rock” to improve rankings.
8. Make Your Forms Simple and Easy to Complete
Would you rather fill out a 5-second form or a 5-minute one? Exactly. If your website isn’t converting, your forms may be too complicated.
- Only ask for essential info (name, phone, email).
- Use auto-fill to make things easier.
- Show an estimated response time (e.g., “We’ll call you within 24 hours”).
9. Add Live Chat or Chatbots for Instant Engagement
Some people hate calling businesses. Adding live chat helps capture leads that would otherwise leave.
- Use live chat for real-time engagement.
- Offer a chatbot for FAQs (hours, pricing, availability).
- Let visitors request a callback directly from chat.
10. A/B Test Key Elements of Your Website
You don’t need to guess what works—test it.
- Try different CTAs (“Call Now” vs. “Schedule Online”).
- Test new images and headlines.
- Use heatmaps (like Hotjar) to see where visitors click.
Start Turning Visitors Into Customers Today
You don’t need more traffic—you need to convert the visitors you already have.
Start by fixing what’s easiest—like your CTAs, trust signals, and mobile experience. Then, dive into bigger changes like speed improvements and A/B testing.
Need help optimizing your website? Rep Lock Marketing has your back. Let’s boost those conversions and get your business the customers it deserves.
Get a free website audit today!
