May 31

Revealed: The Anatomy Of A Conversion Focused Website [That converts like crazy!]

Audience Building, Conversions


Today I’m going to teach you a little about how to build a conversion focused website.

The type of website that effortlessly converts new visitors into subscribers.

And that's what we all want right?

Ok, lets not mess around here, lets get stuck in.

What is a conversion focused website?

A conversion focused website is built from the ground up to convert website visitors into either buyers, or subscribers (in this case we're focusing on subscribers).

A website that does this effectively will generally do four things:

  • Remove distractions
  • Have very clear call to actions
  • Remove friction points
  • Make a compelling offer

Conversion focused website design is part art, part science, and often relies heavily on A/B split testing to make data driven improvements over time.

Breakdown: Anatomy of a Conversion Focused Website

I'm going to use my website as an example of what a conversion focused website could look like. 

I'm not using it because it's the best - in fact there's probably far better ones out there but I've just not seen them - instead because I think it's a good example of what can realistically be achieved by your every day side hustler.

With that out of the way, lets dive a little deeper.

A Homepage built for conversions

Your homepage will likely be the most visited page on your website, and for that reason it's important to optimise it to convert.

Typically, the best converting homepages remove the majority of clutter and distractions and centre the focus around a singular call to action - especially above the fold.

Here's an example 'above the fold' of my homepage:

homepage calls to action

On my homepage I have three separate calls to action.  

Some might argue that there is too much going on here, that the page is too cluttered that it might dilute the users attention away from my primary call to action, however, because the secondary and tertiary calls to action are subtle, and not in your face, I think this works just fine. 

The main take-away though from this is that you need to have a compelling offer for your users, and clear call to action - with minimal distractions.

Pop up forms; Love them or hate them, they work!

I know what you're probably thinking...  Everyone hates website pop-ups!

And you know what, you're kind of right.  

But here's the thing.  Pop ups convert.  And they'll generally convert better than any other lead magnet on your site.

Here's one of my pop-up forms that I've been using recently which converts at 5.06%:

Exit intent pop up

The key with pop-ups to be successful is to make them highly targeted.  In fact, if you can create the right offer, for the right audience, it's not implausible to expect a double digit conversion rate.


Blog pages that convert

Blog pages are likely the high traffic pages on your site.  

They're the pages that are used to bring in new visitors, and for that reason it's imperative that these pages are highly optimised to convert new visitors into subscribers.

Here's an example of what my blog pages look like:

Conversion ribbon

Above the fold.

in post links

In-post links to lead generating pages.

content upgrades

Content upgrades and social channels.

newsletter call to action

As you can see, there's ample opportunity for new users to sign up. 

In addition to this, I'd recommend using a post specific pop-up too, eg. content upgrade, pdf, ebook, etc.

With all of these sign up opportunities working together, you're giving yourself the best possible chance of driving more email subscribers.

Category pages; Rarely appreciated, often overlooked

Typically, not too many people pay much attention to creating conversion centric category pages, but they're missing a trick.  

Here's an example of what can be done to a category page to convert visitors into subscribers:

category call to action

Whats more, it's possible optimise things even further by creating unique category specific opt in offers to improve the likelihood of conversions even further.

Pretty cool hey!


Sidebars still convert [just]

The sidebar can also be a great place to convert visitors into leads:

sidebar 1

Although the sidebar isn't a huge converter, it still trickles in leads here and there. Well worth having.

Tools for building a website that converts

Well when I say tools, what I really meant was tool (it just didn't quite have the same ring to it if you know what I mean).

And that tool is Thrive Theme Builder.

I know what you're thinking already - it's a shit name - and don't worry I'm with you on that one.  But what it lacks in the 'naming' department, it sure as hell makes up for everywhere else.

What is Thrive Theme Builder

Thrive Theme Builder is a premium theme/theme builder plugin for WordPress.

But here's where it's different.

To my knowledge, it's the only tool I'm aware of that gives you 100% customisation freedom over every aspect of your WordPress Theme. 

And when I say every aspect, I mean everything.

What that effectively means is that even your average Joe now has the ability to turn their basic old website, into a sleek, conversion focused machine.

Just simply drag, and drop!

How much is Thrive Theme Builder

$97 One-time fee or $19p/m for full membership.

*For what it's worth (and I'm someone that hates subscriptions), I'd go with the full membership. Why? Because you get access to all their other tools and they're well, well worth the cost.

Wrapping it up

What I really wanted to showcase to you here was the anatomy of a high converting website so that you can see first hand what's possible, and what the top internet marketers are already doing (and that you can too).

And thankfully, now that we have affordable, simple drag and drop tools that even your nan could use, there really is no excuse.

So, if you haven't already, go get yourself set up with Thrive Theme Builder and go get started straight away.

You can thank me later.

Peace out.


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  • Hi Rowan.

    Is Thrive theme builder available for Wix?

    • Rowan Clifford says:

      Hey mate.

      Unfortunately, it’s only available for WordPress users I’m afraid :(

  • Jo Jo Sila says:

    This is a great article. I like your stuff, Rowan.

    I agree Thrive Themes are awesome. I’ll be recommending their quiz builder in a how-to course on creating Assessment Tools as Lead Magnets for the Wellness Sector.

    With you on the lifestyle micropreneurship stuff. Much love buddy.

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