How to Improve Conversion Rate Optimization (CRO) and Turn More Clicks into Customers

Your website copy should be a closer, not a greeter. Anyone can say “Welcome!” But if that’s all your site is doing, you’re basically waving people in and then letting them wander out without buying a thing. In CRO terms, the magic isn’t in the hello—it’s in the handshake that seals the deal.

That’s where the real sales flow comes in. 

Just like a good salesperson has three moves: the opening, the pitch, and the close. Your marketing funnel works the same way:

• The Opening: Everything that happens before they land on your site. Ads, social posts, email teasers... All set the tone and expectation.
• The Pitch: Your on-page content delivers the value, builds trust, answers doubts, and keeps them reading.
• The Close: Clear, confident calls-to-action that make it nearly impossible to walk away without taking the next step.

 

When all three of these pieces are in sync, your website doesn’t just “get leads” anymore. It strategically turns them into buyers.

You Need People With Sales Experience To Help You Make More Sales

Content is your salesperson on the web.

You wouldn’t hire a salesperson that doesn’t know how to close, so why hire someone to write your website content that doesn’t know how to close?

Conversion rate optimization is more than just copywriting. It involves the entire sales funnel. 

Think of your marketing plan as a sales pitch.

Everything you do off of your website, social media posts, PPC ads and more are the "INTRODUCTION” part of your sales pitch.

Your website copy is the “BODY” of your sales pitch, including your value proposition, trust & authority signals, and addresses their need.

YOUR CALLS-TO-ACTION ARE THE CLOSE.

   

Chris McElroy SEO      Share This Post!

Here’s the thing… If you thought content marketing was about creating valuable content to attract prospects, you’re right. But what happens when they get to your site depends on your closer.

Here's What Chris McElroy SEO Agency Knows About Converting Your Visitors:

Conversion Funnel Playbook (4 Layers)

• Foundation: Competitor analysis: find what works and where we can win. Technical optimization: fast, mobile-ready, clean code.

• Introduction (Pre-Click): Answer marketing: address real questions up front. Story hooks: spark emotion and curiosity. Message match: align ads/posts to the landing page.

• Body (On-Page): Page structure: guide attention to outcomes. Visual design: every graphic has a job. Copywriting: E-E-A-T in plain sight, plus a clear value prop.

• Close (Action): Calls to action: direct, obvious, and everywhere they belong. Friction removal: fewer fields, clearer steps, instant proof.

Why It Matters if Your Copywriters Know How to Convert?

Because sending leads to a site that can’t convert is like throwing a party and forgetting the booze.

Want some real figures? 

Drop what you’re doing and schedule a consultation with Chris McElroy SEO. We’ll be the best thing to ever happen to your revenue.