We were recently reviewing one of our client’s websites to help them get more conversions from their SEO and Google Ads.
They run a membership-based platform for independent IT contractors in Melbourne who want to increase their earnings.
On paper, the offer is strong. In practice, the conversion rate told a different story.
When we mapped out the website journey to become a new member, we found the problem quickly.
Too many steps and unclear messaging. Too many chances for hesitation.
This is a common website issue.
Most websites don’t lose conversions because of traffic quality, they lose conversions because the path to action is harder than it needs to be.
Why this matters
Every extra step introduces friction.Every unclear message creates doubt.
Every unnecessary page gives people a reason to leave.
If someone is motivated enough to reach a transactional page (a page where the conversions happen), your job is to help them finish – not slow them down.
Prioritise what moves the needle
Instead of trying to improve every page at once, we started with the page that actually mattered most.
The membership application page.
This is where conversions happen, so this is where it pays to be clear and concise.
We simplified the page using this checklist:
- Simplify the main heading so it clearly states the outcome
- Add a compelling subheading that explains what is it
- Include one clear call to action
- Highlight three core benefits only
- Increase font size for important messages
- Break long paragraphs into short sentences and bullet points
- Pair key points with simple icons
- Add a clear three-step “how it works” section
- Include a testimonial for reassurance and trust
- Keep the form on the same page
Nothing fancy and no clever tricks. Just reducing the noise for clarity.
Starting with the end and working backwards
One of the biggest mindset shifts here was starting with the end of the journey.
Instead of asking “how do people get here?”, we asked:
“What does the target audience need to believe to confidently submit this form?”
Once that was clear, we worked backwards and removed anything that wasn’t in service of filling in that form.
The result
Within less than a week, conversions increased by 15%. That’s with the same traffic and the same offer.
But a much clearer conversion path.
Now: one action you can take today
Look at your most important web page and ask:
- Is the headline clear in five seconds?
- Is there one obvious next step?
- Can I see the benefits without scrolling?
- Is there anything here that creates hesitation?
If the answer is no, that’s your opportunity to simplify the conversion path to get more leads and grow your revenue.
