During these troubling times, many small businesses have paid more attention to connecting with current and new customers through their websites. I have received several requests to focus a column on how to convert web traffic into results.

Coincidentally, Emily Bosak wrote and posted a piece on this topic in the SCORE Library. She says that, “Experiencing an inflow of web traffic is great. But it doesn’t mean much if most of those visitors are leaving without making a purchase.”

Bosak is digital PR director for Markitors, which offers digital marketing services to small businesses around the globe.

“Fortunately, others have experienced this issue and implemented creative solutions to tackle it," she said.

She asked 14 small business leaders, “What's your best tip to help convert some of that web traffic over to a contact form or sale?”

Their answers provide practical ideas for CEOs.

I share what Bosak learned, as presented in the SCORE Library.

Kenna Hamm, from Texas Adoption Center, suggests: Build trust with testimonials and case studies. Featuring testimonials and case studies on your website costs close to nothing and can create the trust needed to generate sales. A testimonial is a personal account from a client or customer about their experience with your organization. Case studies should be used to illustrate the process a customer will go on by referring to a previous client. Utilizing either method on your website will instill trust from potential customers, which will positively impact your business’s sales rate.

Court Will, from Will & Will, suggests: Less is more. Although an abundance of consumer choices might mean people sometimes get exactly what they want, too many choices can also overwhelm people to the point they choose nothing at all. When attempting to convert web traffic to a contact form or a sale, do not overwhelm your customer when they land on your home page. Instead of listing every product or service you offer, feature two or three items with detailed descriptions to catch the attention of potential buyers. If they want more, they will find it themselves.

Audrey Hutnick, marketing manager, suggests: Conduct a full review of your web content. Perhaps there is a lack of consistency in your messaging from your paid ad to your landing page. If your ad and keywords are highlighting one area, but your website doesn't reflect that, the user will automatically bounce from your page. I suggest some A/B testing of your overall web content and inquiry form to see if you can reduce or rewrite the content for optimization.

Danielle Ganon, from Markitors, suggests: Make your call-to-action clear. My best tip is to evaluate the CTA on your website. I work for a technical SEO company, so I check things like if the contact form is easily accessible, if the products have clear images, if the product pages have an eye-catching button to add the item to the cart, etc. Essentially, make it easy for the visitor to do what you want them to do.

John Ross, from Zivadream suggests: Utilize video content. My pro tip for increasing conversions is to add video to the relevant page. Video increases user time on page, engagement, and brand awareness and credibility. It has been shown time and time again to increase conversion rates. This has been our experience and is supported by experts. Where appropriate, add a high quality and thoughtful video to your webpage with a link to purchase or contact directly below it.

Yaniv Masjedi, from Nextiva suggests: Discover your customers’ wants. Before you can successfully turn viewers into buyers, you need to understand who your demographic is, what they have in common, and why they want your product. Not why you think they should want your product, why they actually want it. You could do that by asking them for feedback after the point of sale in a survey. To motivate them to fill in this survey, after the transaction is complete — so as not to influence the results — tell them you will give them an X% rebate if they fill in your survey. Once you understand why your traffic turns into buyers when they do, then you can focus your sales-copy on what truly drives the impulse to purchase.

Tim Reitsma, from People Managing People suggests: Make your offer Irresistible. Brainstorm about what your customers need, want, or what they're interested in and create a free offer based on that. For example, if you're selling sports items, offer potential customers a great free workout video. Offer a significant discount that feels like an opportunity.

Jitesh Keswani, e-Intelligence suggests: Use popups. Whenever users are going to leave your site, a popup can be visible to get their contact information. In your contact form, remove unnecessary fields. Having more fields reduces the chances of form fills. Keep testimonials and reviews on your website at the right place to increase the trust factor. Add a live chat for your users. In your contact form, offer something to your users.

Murtuza Amin, BizProspex, suggests: Make sure to fulfill search intent. Your content should fulfill the intent of the search: Maybe your customer is looking for ‘why’ and not ‘how’. SEO is nothing but an elaborate content marketing strategy and this is where it is failing you. The content needs to answer the questions your customer is looking for!

Zachary Weiner, Restaurant Accounting, suggests: Seek backlinks. Businesses should obtain backlinks to their promotions or product page from high authority websites. Sometimes, sites create product roundup content, and that is the perfect opportunity to pitch your product for writers to include in their next article. Their high foot traffic pages help screen interested prospects by sending you customers who are already interested in your product page to learn more. To do this, you can pitch your product to writers on HARO or similar third-party services.

Alex Azoury, Home Grounds, suggests: Use inline forms in your blog posts. If we post an article on how to make different coffee drinks, we include an inline form offering a free e-book packed with coffee recipes. The reader enters their email address to get this resource delivered straight to their inbox. Ensure that these offers are relative to the subject of your blog post, and make the CTA button a contrasting color for better conversion rates. There's no point offering someone information on How to Choose Good Whole Bean Coffee if what they're interested in is the recipes.

Vinay Amin, from Eu Natural suggests: Host sponsored or partnered giveaways. We often get lurkers to convert with sponsored or partnered giveaways. We use our social media to run the giveaway, and then use the entry form info to add them to our prospect lists. That way, they can then be marketed to more directly. It works. Not as well as we'd like, but it does work.

Anastasiia Khlystova, HelpCrunch, suggests: Make it easy to sign up. We’re getting a lot of organic traffic on our corporate blog. We also made it really easy to sign up for our product from any article. Not only do all our blog posts always revolve around our product and how it can solve the main problem described in an article, but we also made it ridiculously easy to sign up for our free trial at any moment. Almost every article has a built-in CTA block. Our writers manually add it to those paragraphs where we talk about our solution. We’ve also added a similar ‘sign up for a free trial’ block to every article’s sidebar and made it stick-to-top. So when someone’s scrolling through the article, it stays in front of their eyes. If the article talks about some early consideration stage issue, we will most likely insert a blog of related posts somewhere inside. This way, it won’t be so easy for readers to just leave as they’ll be engaged and interested in further reading.

Allison Hott, from Awesome Motiv Inc. suggests: Encourage reviews and make them accessible. One tip for converting more web traffic into customers is to show social proof. Social proof helps people feel more comfortable in their decision to buy. For example, if a user sees that your product has great reviews, they'll be more likely to buy it. So, be sure to add social proof to your website. You can add social proof to your site in a number of ways like adding reviews or testimonials, showing real-time stats using a social proof notifications app, displaying the number of users or customers, and more.

Dean Swanson is a volunteer Certified SCORE Mentor and former SCORE chapter chairman, district director and regional vice president for the North West Region.