Is your website actually doing its’ job? And what is its’ job?
These are questions that business owners with websites could focus on more when it comes to getting more leads, enquiries and sales.
Firstly, it may sound obvious but asking yourself what the main function of your website is can clarify how it is designed. In the past some clients have specified that they just want enquiries by phone or email to follow up on, some are selling an actual product and some just want a online presence, a brochure site.
Whether it is lead generation or actual sales, converting your visitors is a key part of the process, after all your website is a marketing tool.
Taking the example of 100 visitors a day, with 1 sale/lead gives a 1% conversion rate. You want to increase conversions to 2%, so based on this which is easier:
Increasing traffic/visitors to 200 a day? … or increasing conversion to 2%? (We’d vote for the latter)
A great tool for increasing your conversions is available from Google (who else?). Google website optimiser enables you to do split tests on your webpage.
So something as simple as your welcoming headline can be run through a A/B switch test where half your visitors are shown headline A and the other half headline B 
For example, if we were testing our marketing page we might also change some of the elements below as well as buttons, offers, text or anything else.
This will tell you what page elements brought in new customers!
Sometimes just changing a few words can bring unexpected results. If you can double your website conversion, your cost-per-acquisition (the cost of getting every new customer) would halve!
Google Analytics is another powerful tool giving you full tracking of your site visitors and can be used in conjunction with the website optimiser.