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![Kaizen is the practice of continuous improvement. Its philosophy can be applied to practically anything—life, work, and even your website. We're all guilty of it: we launch our beautiful new website and think the job is done. Leads start pouring in... but how many leads are you not getting? Today, I am going to introduce 3 simple steps to Kaizen your website. 1. Make it Stand Out A single color scheme is a very clean and easy solution for most websites. But when it comes to a Call to Action (CTA), if everything looks the same, how will anyone notice what you want them to do? Choose contrasting colors to highlight your Call to Action and separate it from other elements on your site. Before: Request a Visitor Guide (Blends into the standard page color scheme) After: [Request a Visitor Guide] (Uses a high-contrast, prominent button color) 2. Make it Easy Key page views: People don't want instructions on how to get to a page—they want a link to take them there. If you have to explain how to complete a desired action, that means it is too hard. Eliminate the barriers to completing a task. Conversion funnels: Are you trying to get people from point A to point B, or from point A to B to C to D? If you can eliminate steps in the funnel and still get the result you are looking for, then do it. Form fills: Information is fantastic—it can help us understand our audience. But it's important to ask, "Is requesting all this information hindering people from completing the form?" If the amount of information you request from a user impedes their ability or desire to actually fill it out, try and simplify it. 3. Test Everything Conversion optimization is not a one-size-fits-all. What works for one website may not work for another. Because of that, make sure you are continuously testing. Digital marketing expert Theresa Baiocco lays out a pretty simple guide for testing changes: Understand your target market. Figure out what's preventing conversions. Go through the process of trying to complete a desired action yourself (pretend you are completely new to the site). Develop your hypothesis. What do you think will fix that specific barrier? Test. Repeat steps 2 through 4. Reaching goals and generating leads is important for almost all DMOs (Destination Marketing Organizations). By applying the Kaizen philosophy and utilizing these 3 simple steps, you will be able to better direct visitors on your website, improve user experience, and reach your performance goals.](http://v.fastcdn.co/u/ed449d82/65982013-0-3-Steps-to-Kaizen-Yo.webp)