Conversion-Centred Web Design: How to Turn Visitors into Leads in Birmingham
/ Table of contents
- Conversion-Centred Web Design
- What Is Conversion-Centred Web Design?
- Key Terms to Know
- What Are the 7 Principles of Conversion?
- How to Design a Website That Converts
- Step 1: Start with real user insight, not assumptions
- Step 2: Define the primary conversion goal
- Step 3: Create a clear visual hierarchy
- Step 4: Design for trust before asking for action
- Step 5: Make CTAs clear, human and low-risk
- Step 6: Ensure functionality supports the experience
- Step 7: Keep brand cohesion throughout
- What Is an Example of Conversion-Centred Design? KIJO’s Work in Action
- Conversion-Centred Design in Practice
Conversion-Centred Web Design
If your website is failing, it’s most likely because it’s not doing enough.
Conversion-centred web design is about flicking that switch. It’s the difference between a website that “looks cool” and one that actively supports your marketing goals by guiding users towards meaningful action. That might be making an enquiry, booking a call, signing up, or requesting a quote.
And, it matters more than ever. Competition is high, attention spans are short, and digital experiences are often the first (and only) chance you get to make an impression. Plus, 94% of first impressions are considered ‘design related’, so a conversion-centred approach ensures your website is not only capturing attention and representing your brand, but working for it.
In this guide, KIJO’s Co-Founder Jordan Thompson and Senior UI/UX Designer, Danny Findon-Kent, outline exactly what conversion-centred web design is and how you can work to achieve it.
Related Read: Mobile First Design: Why It Matters (and How to Do It Right)
What Is Conversion-Centred Web Design?
Conversion-centred web design is the practice of designing websites around a clear outcome.
Instead of asking “does this look good?”, it asks:
- What do we want the user to do here?
- What might stop them?
- How can design remove friction and build confidence?
Every layout choice, content block, interaction and call-to-action (CTA) is intentional. Nothing exists “just because”. The goal is to help users move from interest to action as smoothly as possible.
“Good conversion design isn’t about tricks or pressure. It’s about clarity. When users understand what’s being offered and feel confident taking the next step, conversion becomes a natural outcome.“
– Danny Findon-Kent, KIJO’s Senior UI/UX Designer
Key Terms to Know
Before we progress, the following key terms may be useful to refer to during your reading of this article.
- Conversion-centred design
An approach to web design where every element (so, layout, content, interaction and flow) is intentionally designed to support a specific user action, such as making an enquiry or booking a consultation.
- Conversion rate
The percentage of visitors who complete a desired action on a website. For example, submitting a form or booking a call.
- Call to action (CTA)
A prompt that encourages users to take the next step. Effective CTAs are clear, relevant and aligned with user intent.
- Cognitive load
The amount of mental effort required for a user to understand and navigate a website. Lower cognitive load generally leads to better engagement and higher conversion.
- Value proposition
A value proposition is a clear statement that explains who your product or service is for, the specific problem it solves, and why it’s better or different from the alternatives.
- Social proof
Social proof is evidence that other people trust and value your product or service, such as testimonials, reviews, case studies or client logos, which helps reduce uncertainty and build confidence for new users.
- Visual hierarchy
The use of layout, contrast, spacing and typography to guide a user’s attention through a page in order of importance.
What Are the 7 Principles of Conversion?
Whilst every website and audience is different, high-converting websites tend to share the same underlying principles. These aren’t trends or hacks – they’re rooted in how people process information, make decisions and build trust online.
1. Clarity over cleverness
Conversion drops when users have to think too hard.
High-converting sites make their value proposition immediately obvious. They prioritise plain language, specific outcomes and clear messaging over wordplay or abstract brand statements. If a visitor can’t quickly understand what you do, who it’s for and why it matters, they won’t stick around long enough to convert.
2. Reduced cognitive load
Every extra choice, block of text or competing message adds mental effort.
Conversion-centred design simplifies the experience by removing unnecessary distractions. Content is broken into digestible sections, layouts feel calm rather than cluttered, and users are never asked to process too much at once. The easier it is to navigate and understand a page, the more likely users are to act.
3. Trust built early in the journey
Trust isn’t something you earn at the end of the page.
High-converting sites introduce credibility as early as possible – through social proof, reassurance, clarity of process or familiar brand elements. This helps users feel safe before they’re asked to commit, rather than relying on last-minute persuasion.
4. Visual hierarchy that guides attention
Users don’t read websites. They scan them. This means that effective conversion design uses size, contrast, spacing and layout to guide attention naturally. Important messages stand out. Supporting information sits where users expect it. Calls-to-action are visually distinct without feeling aggressive. Good hierarchy quietly leads users through the page without them noticing they’re being guided.
Related Read: Understanding the Importance of Calls to Action in Marketing
5. Friction removed wherever possible
Friction is anything that slows a user down or makes them hesitate.
Most common are long forms, unclear CTAs, confusing navigation or uncertainty about what happens next. High-converting sites actively look for these moments of resistance and remove them, creating smoother journeys from interest to action.
6. An obvious and confident next step
If users don’t know what to do next, they won’t do anything.
Conversion-centred pages make the next action unmistakably clear. There’s usually one primary CTA, supported by language that feels human and low-risk. When the next step feels logical and safe, users are far more likely to take it.
7. Consistent brand experience throughout
Conversion depends on confidence, and confidence depends on consistency.
High-converting websites feel cohesive from start to finish. Tone of voice, visual style and interaction patterns all reinforce the same brand story. When something feels “off”, even subtly, users hesitate. Consistency reassures them that they’re in the right place.
How to Design a Website That Converts
This is where conversion-centred design becomes practical. A high-converting website isn’t the result of one clever CTA or a single design flourish, but it is the result of a structured, user-led process.
Step 1: Start with real user insight, not assumptions
Before design begins, you need to understand who you’re designing for and why they’re visiting.
The top three ways to do this would be:
- Analysing existing website data (traffic sources, drop-off points, conversion paths)
- Reviewing enquiry data and sales conversations
- Identifying common objections or questions users have before converting
Without this insight, design decisions are guesses. With it, web design becomes strategic.
Related Read: Mastering A Website Audit: Boost SEO & Skyrocket Conversions
Step 2: Define the primary conversion goal
Every key page should have one clear job.
Trying to make a page do too much (educate, inspire, sell, recruit, reassure etc.) usually results in it doing none of those things particularly well. Conversion-centred sites are ruthless about focus.
Decide what success looks like for each page, then design backwards from that outcome.
Quote: “The most common reason websites underperform is lack of focus. When everything feels equally important, users don’t know where to go next – and so they just leave.“
– Jordan Thompson, KIJO’s Co-Founder
Related Read: How To Develop & Master Your Key Messages (With Examples)
Step 3: Create a clear visual hierarchy
Visual hierarchy guides attention. It tells users what matters first, second and third – without them having to think about it.
This is achieved through layout, spacing, contrast, typography and scale. Headlines should communicate outcomes. Supporting content should reinforce value. CTAs should stand out clearly, without shouting.
Peer reviewed studies found that users form an opinion about a website in as little as 0.05 seconds. Hierarchy helps ensure that opinion is positive and confident.
Step 4: Design for trust before asking for action
Users rarely convert the moment they land. They need reassurance first.
This comes from:
- Testimonials or case study snippets
- Clear explanations of process
- Familiar brand signals or accreditations
- Transparent language about what happens next
Trust should always be woven into the page, not hidden at the bottom.
Related Read: The Importance of Customer Feedback & How to Display It (with Examples!)
Step 5: Make CTAs clear, human and low-risk
Calls-to-action are often where conversion breaks down.
Generic CTAs like “Submit” or “Contact Us” don’t tell users what they’re getting. Strong CTAs reflect user intent and reduce perceived risk – “Get a quote”, “Book a consultation”, “See availability”.
Data suggests that personalised CTAs outperform generic ones by 202%. So, clarity really does matter.
Related Read: Understanding the Importance of Calls to Action in Marketing
Step 6: Ensure functionality supports the experience
Conversion-centred design only works if the site functions flawlessly.
That means:
- Fast load times (especially on mobile)
- Forms that are easy to complete
- No broken journeys or confusing interactions
Even the smallest usability issues can erode conversion rates.
Related Read: Mobile First Design: Why It Matters (and How to Do It Right)
Step 7: Keep brand cohesion throughout
A high-converting website still needs to feel like your brand.
Tone of voice, imagery, colour and layout should reinforce brand confidence and consistency. When a site feels disjointed or off-brand, users hesitate. Consistency builds confidence. Confidence drives action.
What Is an Example of Conversion-Centred Design? KIJO’s Work in Action
A great example of conversion-centred web design in action is KIJO’s work on The Longevity Doctor. This was a project built around one clear purpose: helping users book consultations and learn about personalised longevity plans with confidence and clarity. Rather than simply redesigning a brochure-style site, the focus was on shaping a user journey that anticipates questions, reduces friction and guides visitors toward meaningful action.
Prioritising Clarity
From the first interaction, the design prioritises clarity. Headline messaging immediately explains who The Longevity Doctor is, what they help with and who their services are for. This removes ambiguity before users have time to hesitate. Early clarity like this is crucial in fields where users may be exploring unfamiliar territory or seeking expert help.
User journeys were mapped based on real intent: people come to this site to understand longevity services, learn options and ultimately book a consultation. Rather than dispersing attention across multiple unrelated options, the information architecture channels visitors toward that one outcome in a logical, intuitive progression.
Visual hierarchy plays a major role in guiding attention. Key calls to action (like “Book a Consultation” and “Get Started”) are prominent without feeling aggressive. The layout intentionally surfaces proof of expertise (such as credentials, client case insights and method descriptions) before the primary CTA, so users build trust before they’re asked to commit.
Every Interaction = Purposeful
Importantly, every interaction feels purposeful. Forms are concise, with clear labels and reassurance about what happens next. Supporting content exists to answer common questions before they become objections – for example, detailing what a consultation involves or how longevity plans are personalised. This isn’t filler content; it’s strategically placed to reduce friction and answer user intent before they vocalise it.
Results
After the site launched, we tested the site was doing what we designed it to do via non-bias user testing. Satisfyingly, 90% of users were able to successfully book a consultation at an average speed of 55 seconds. This validated the effectiveness of the CTA placement and overall user journey. In order to understand how users perceived the brand, we conducted a survey of 20 non-bias participants. 85% of users stated in their survey that they “resonated with the brand”. This indicated that our design harnessed trust and reputability, and these elements are both key conversion factors.
The most important result though is a site that feels less like a static brochure and more like a guided dialogue. Visitors are led step by step from curiosity to action via calm, clear design and content that meets them where they are.
Because of this process and the project’s proven results, The Longevity Doctor truly exemplifies conversion-centred design: intentional, user-led, and outcome-focused. This is a site that helps users move confidently from understanding to engagement. And we’re very proud of it!Read the case study here.
Conversion-Centred Design in Practice
Ultimately, conversion-centred design is about respecting the user’s time, attention and intent.
When done well, it leads to:
- Higher-quality enquiries
- Shorter sales cycles
- Better alignment between marketing and sales
- More confident, consistent digital experiences
For Birmingham-based brands competing in busy markets, that clarity is a genuine advantage.
Conversion-centred web design aligns insight, design, functionality and brand into a single, focused experience that helps users take action with confidence. When websites are designed this way, they stop being passive brochures and start becoming active contributors to growth.
If you need support in designing a conversion-centred website, contact our experienced team.
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