At the end of the day, the single most important thing for most business owners is to increase conversions on their website. In marketing, a conversion occurs when a visitor takes an action such as filling out a form, making a purchase, requesting additional information or contacting sales, etc. Whether you’re a small mom-and-pop shop or a large billion dollar corporation, the principles for building consumers trust and getting a potential customer to take action remains the same.

Below, I’ve put together a list of three (3) things that will help improve your chances of gaining more conversions and increasing the conversion rate on your website:

1. Tell Your Story (and keep it real!)

Not enough people/businesses tell their stories on their website. Whenever I visit a website and I don’t see authentic information about the person or people in charge of running the business, my security antenna goes up and I begin to doubt and speculate. Telling your story is possibly the most important and the easiest thing anyone can do to help increase conversions. People generally buy from people or businesses they know, trust and like. Give people the opportunity to like you by telling your story. You can do this by:

- Writing a detailed history on your about page
- Including a time-line of the history of your business
- Shooting a welcome video of yourself
- Posting pictures of behind-the-scenes of your business

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