A nice-looking website is useless if people don’t take action. You may think your design is helping, but it might actually be turning visitors away.

Most users decide whether to stay on a site in under 20 seconds. What makes them stay often comes down to tiny details. A color, a layout choice, a badly placed image. These things can stop people from clicking.

Here are three clear strategies rooted in neuromarketing that help websites convert more. Each one is practical, easy to apply, and based on how the brain processes what it sees.

1. Use Visual Cues to Guide Attention

Humans follow direction, especially visual ones. If someone in a photo is looking to the right, we look to the right too. If there’s an arrow pointing somewhere, we follow it. You can use that to direct focus.

Place arrows that point to your call-to-action. Or use images of people whose eyes are looking at your button. This subtle cue helps the brain decide where to focus.

Color matters. If your CTA button blends into the background, people ignore it. Don’t use the same color as your brand palette. Pick a color that contrasts and immediately stands out. If your site is mostly white and blue, try orange or green for the button.

The size of the button matters too. Make it big enough to be obvious, but not oversized. It should feel like a clear next step.

Now the wording. Avoid vague phrases like “Click Here” or “Learn More.” These don’t tell people what to expect. They don’t build trust or urgency.

Use phrases like:

• Schedule My Free Call

• Start the Free Trial

• Get the Full Guide

These are short, specific, and action-focused. They let people know what happens next and reduce hesitation.

Quick wins you can do right now:

• Add arrows or gaze direction toward your CTA

• Change your CTA color to something bold

• Use copy that’s clear and tells people exactly what they get

2. Remove Friction That Slows Decisions

People don’t leave your site because they’re lazy. They leave because it feels hard to choose.

The more options you give, the harder it gets. Every extra decision adds pressure. Every extra form field is one more reason not to act.

Each page should focus on one thing. One clear goal.

If it’s a consultation page, everything should push people to book. No newsletter signup, no links to unrelated services, no distraction.

What to fix:

• On a webinar signup page, remove the menu and footer

• On a service page, have only one CTA like “Book a Free Consultation”

• For forms, ask for the bare minimum. Name and email. Maybe a message box

The more fields you add, the fewer people will complete it. Unless you absolutely need a detail, don’t ask for it.

And if you're showing pricing options, don’t list five. Keep it to two or three. Highlight one as “most popular” or “best value.” Make it easier to choose.

People default to what feels quick and low-effort. That’s how the brain works. Your website should follow the same principle.

3. Add Social Proof Where It Counts

People feel safer buying what others already use. That’s not a tactic, it’s how we assess risk.

The problem is most websites bury their social proof. A “testimonials” tab that no one clicks. Logos hidden in a footer. No real context.

Bring it forward.

Here’s how:

• Place a short testimonial next to your CTA

• Add customer photos near the product or checkout

• Use real numbers. “6,473 products sold” is better than “thousands of happy clients”

• Show brand logos if you’ve worked with known companies

• Use photos or video from real users, especially if you sell a physical product

Don’t rely on text alone. People connect faster with faces. Even a basic headshot adds credibility.

If you have ratings, show the stars. If you’ve been featured somewhere, say it clearly. If other users are tagging you on social media, that’s content. Use it.

Most people wait until the moment they’re about to buy to look for signs that it’s a good idea. That’s when they need to see the proof.

Place your strongest review, most trusted badge, or most human content right beside the action you want them to take.

Clarity, Flow, Trust

You don’t need to rebuild your website or rethink your entire brand. But you do need to remove the things that confuse people and highlight the things that move them forward. Most websites lose potential customers not because of big mistakes, but because of small gaps in clarity, flow, or trust.

Start by guiding attention where it matters most. If someone lands on your page, they shouldn’t have to guess what you want them to do. Use layout, contrast, and direction to make the next step obvious.

Then reduce the effort it takes to move forward. Long forms, too many choices, or cluttered menus make people pause, and hesitation often ends in exit. The brain is wired to choose the easier path. Make sure your site gives people that option.

Finally, back up your offer with proof. Not through loud claims, but by showing what others already experienced. Real opinions. Real results. Clear numbers. Trust comes from what people see, not what they’re told.

These adjustments are not superficial. They speak to how people actually think, feel, and make choices. They turn your website from a passive brochure into a place where people take action.

Start with these three areas. Make the changes. Watch what improves. Keep testing. This is how good websites get better, not by guessing, but by observing and refining.

Your design is not there to impress. It's there to guide, reassure, and support decisions. And that’s what drives results.

If you want someone to look at your site through this lens and help you adjust it for real behavior, get in touch. Or keep exploring more practical insights in the next article.

Watch the video here Website not selling?