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5 Small Website Changes You Can Make to Keep Your Clients Coming Back for More

One of the best ways to get clients to keep coming back for more is to make a few simple but effective changes to your site. Here are five small things you can do that won’t take much time but will have a huge impact on client retention and the success of your website.

Make a great first impression

To improve the messaging on your website, make sure you’re really clear about who you help, how and why. First impressions are everything. When a person visits your site for the first time, they should be able to understand what it is you do in a few seconds. 

The best way to keep your visitors engaged on your website is to highlight what you do and how you can help them. You do this by using the most valuable real estate on your homepage, the header or the hero section. This is the area right up at the top of your homepage.

If you’re unsure what your hero section should include, look at the websites of other businesses in your industry. Look for companies that have a similar mission or niche to yours. What do they say their company does? How do they convey this information? How can you use it as inspiration for your own website?

Use the hero section to clearly and simply convey who you help and how. In other words, what problem do you solve? If a visitor lands on your website and reads this section, they should know immediately if you can help them. 

Focus on the benefits

People don’t buy products; they buy the benefits they hope the product will bring. That’s why it’s so important to focus on what your product or service can do for customers rather than on what it is.

Instead of focusing on your product’s features, tell customers how much better their lives will be if they use it. Instead of listing all the ways it’s well-designed, explain how it’s designed with them in mind and how that makes a difference for them personally.

Talking about the benefits will help you stand out from the competition, show clients that you understand their needs better than anyone else, and make them more likely to buy from you.

Add social proof

Do you know what your clients love? Seeing other people who have something in common with them saying nice things about you. So why not give it to them?

Testimonials are a great way to show off your expertise and help build trust with prospective clients. If your clients are happy, they’ll be more likely to tell their friends—and that’s the kind of word-of-mouth marketing we all want!

Testimonials help build trust and credibility because they provide an opportunity for people who might be unsure about purchasing from you to see what others like them think about your business or products.

You don’t have to wait for them, either—you can actually ask your clients for feedback! Just ask them if they’d mind sending over a few lines about how you helped them out with their project or what they liked most about working with you. 

Simplify your navigation

If you want to keep your clients coming back for more, it’s important to make your website as user-friendly as possible. Simplifying your navigation is one of the best things you can do to help your clients get where they want to go, and it’s easy! 

Websites should be designed to be clear and easy to navigate, but sometimes we make things too complicated when it comes to how the site is laid out.

Your top-level navigation should have five buttons max, and those buttons should be the most important conversion-focused pages of your site. If you have more than five pages, consider adding them to the page’s footer instead of cluttering the top.

When working on a new website design or redesigning an existing one, try removing unnecessary pages and reducing the number of clicks needed to get from one page to another. This will make it easier for visitors to find what they’re looking for and keep them on your website longer.

Make the next steps easy to follow

Call to action is a phrase that gets thrown around a lot in the world of web design, but what does it mean? A call to action is a message that prompts your readers to take some type of action. Basically, it’s the part of your page that tells your visitors what to do next. 

Your call to action should be strong, clear and consistent. It should be obvious what the next step is for your site visitor—they shouldn’t have to hunt for it or try to figure out what you want them to do.

In addition to having a clear CTA, you should also make sure that the copywriting used within each button is concise and direct, with no ambiguity whatsoever. You want the user to know exactly what will happen when they click.

On longer pages, try adding multiple CTAs, not just one at the end. You can put one between each major section of content. This way, visitors can see them as they scroll down the page, and they’ll be able to easily click through without having to go looking for them.


If you have a website, you want people to be able to find what they’re looking for easily and quickly. Plus, you want them to feel confident about buying your product or service.  Use clear, concise, trustworthy, and actionable content to increase your website’s conversion rate and keep your customer coming back for more.

If you need help improving your messaging, consider hiring a copywriter. If you’d like to know more about how a copywriter can help your business, get in touch to book a free website consultation.