Free with account
Website Conversion
Traffic without conversion is just expensive window-shopping. By the end of this course you'll run the 5-Second Test on any page, give every page exactly one job, place proof where it converts, cut form friction in half, and run A/B tests that produce real answers — all the manual way, no guesswork.
No prerequisites — pairs well with Sales Funnels.
Your website doesn't have a traffic problem — it has a conversion problem. In six modules you'll learn to see your pages the way a stranger sees them: the 5-Second Test for clarity, the One-Job Rule for focus, the evidence hierarchy for trust, and the Friction Audit for everything standing between a visitor and the buy button. Stop paying for visitors you can't convert. Start converting the ones you have.
What you’ll learn
- Run the 5-Second Test on any page and rewrite your above-the-fold until a stranger can pass it
- Apply the One-Job Rule to your homepage, service pages, and about page — one page, one job, one call to action
- Place social proof where it converts: the right proof types, in the right order, next to every call to action
- Run a Friction Audit and an A/B testing loop — cut the fields, clicks, and seconds that cost you customers
Is this for me?
Who is this course for?
Anyone whose website gets visitors but not enough customers. If your traffic reports look fine and your inbox doesn't, this is your course. It works for service businesses, online stores, and lead-generation sites alike — the frameworks are the same, only the "one job" changes.
What do I need before starting?
Access to your website and a free analytics account. No coding, no paid tools, no redesign required. Every technique in this course is manual: checklists, audits, and rewrites you do yourself, one page at a time.
How is this different from Sales Funnels?
Sales Funnels designs the journey across multiple pages. Website Conversion makes each individual page do its job. A great funnel with weak pages still leaks — this course plugs the leaks page by page, starting with the ones your visitors see most.
Module 0
Module 0: Start here
The conversion mindset: traffic is rented, conversion is owned. The math that makes a 2% site twice as valuable as a 1% site with the same traffic — and the four-variable equation that diagnoses every underperforming page.
Module 1
Module 1: The 5-Second Test
Clarity above the fold: how to run the 5-second test on any page, the four-element above-the-fold formula, and the exact structures for homepages and service pages that pass it.
Module 2
Module 2: Trust Builders
Social proof that actually converts: the evidence hierarchy from vague claims to specific results, testimonial anatomy, where proof goes on the page, and risk reversal that removes the last objection.
Module 3
Module 3: Friction Killers
Forms, speed, and mobile: run the Friction Audit on your key pages, hit the field-count targets, split long forms into steps, and fix the load-time suspects that make visitors bounce.
Module 4
Module 4: Testing
A/B testing without the guesswork: what to test first (and what to test last), how to write a real hypothesis, how long to run, and how to read analytics, heatmaps, and scrollmaps like a researcher.
Module 5
Module 5: The Conversion Audit
The systematic review: the 30-minute page audit scorecard, the impact-effort matrix for prioritizing fixes, and the maintenance loop that compounds small wins quarter after quarter.
Choose your track
Not everyone needs the same path. Pick the one that fits where you are.
Explorer track
Modules 0–2: the mindset, the 5-Second Test, and trust builders. If your site is new or your bounce rate is high, start here — clarity and trust are the foundation everything else stands on. Audit your homepage before touching anything else.
Builder track
All modules in order, one per week. Audit one page per module as you go: homepage in week one, your main service page in week two, forms in week three. By week six you've audited the whole site and fixed the top issues.
Operator track
All modules, then the maintenance loop: a quarterly Friction Audit, one A/B test running at all times, and a conversion changelog. Small wins compound — a few percent a quarter turns into double the customers in a year.
Your build brief
Everything you write in the build brief prompts across this course's modules collects here. Download it as a designed PDF — and we keep a copy too, so when you're ready for us to build it for you, we already know exactly what you want.
Your answers save automatically as you type — on this device and to your signup email.
Teardown: one weak homepage, one strong homepage
The weak homepage: the headline reads "Welcome to BrightPath Solutions — Innovative Excellence." The nav has nine items. The hero shows a stock photo of a handshake. Three buttons compete for attention: "Learn More," "About Us," "Click Here." Nothing above the fold says what the company actually does. The contact form asks for eleven fields, including fax number. Run the 5-Second Test on it: a stranger sees it for five seconds and can answer none of the three questions. The page has three jobs and therefore no job. The form is a wall.
The strong homepage: the headline reads "We file your LLC in 7 days — paperwork, EIN, and registered agent included." The subhead names the outcome: "Start your business without the paperwork headache." One button: "Start my LLC." Directly under the hero, a proof bar: "2,300+ filings · 4.9 average rating · all 50 states." The form asks for three things: name, email, state. The 5-Second Test passes cleanly — what (LLC filing), who (new business owners), what next (start). One page, one job, one call to action. The only friction left is typing an email address.
Now apply the conversion equation — relevance, clarity, trust, minus friction. The weak page fails all four: it attracts no one in particular (relevance), says nothing concrete (clarity), shows zero proof (trust), and the eleven-field form blocks everyone left (friction). The strong page fixes them in order: the headline filters for the right visitor, the subhead makes the offer obvious, the proof bar borrows credibility in one line, and the three-field form removes the last excuse to leave.
What most people would get wrong: they'd redesign the weak homepage — new colors, a sleeker template, a fancier logo. None of that is the problem. The problem is the words and the friction, and both are free to fix. A pretty page that fails the 5-Second Test converts exactly as badly as an ugly one.
The lesson: conversion is not design taste — it's a checklist. Pass the 5-Second Test, give the page one job, put proof where the eye lands, and cut the form to the bone. That's Modules 1 through 3 in one page, and it's the highest-leverage work on your entire site.
Want this done for you?
Rather do it with us? Our Conversion Audit ($1,500) — full site review, prioritized fix list, and top-3 page rewrites done for you.
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