Websites. Reviewed October 29, 2026
Conversion rate optimization
Also called: CRO
Conversion rate optimization is changing a page's layout, copy, forms and buttons, then measuring, so a larger share of the same visitors call or book.
In practice
For a small site it is not split testing, which needs more traffic than most contractors have. It is fixing the obvious: a phone number that is not a link, a form with nine fields, reviews buried at the bottom, no price anywhere.
Do it before spending on traffic. A site that converts twice as well halves the cost of every lead from every channel.
Related terms
- Conversion rateConversion rate is the share of visitors who take the action a page exists for, such as calling or submitting a form, and doubling it is worth as much as doubling traffic at a fraction of the cost.
- Call to actionA call to action is the button or line that tells the visitor what to do next, such as Call now, Get a quote or Book online, and every page needs one visible without scrolling.
- Landing pageA landing page is a page built for one campaign and one action, usually without the main navigation, with a single offer, so visitors from an ad do what the ad promised.
- Instant estimate toolAn instant estimate tool is a form on a website that gives a homeowner a price range on the spot in exchange for their contact details, turning a browser into a lead before they call anyone else.
Go deeper
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