How To Optimize Your Website For Conversions: Aaron Weiche

May 19, 2025

Hey there, Danny Leibrandt here, and today I want to dive into an insightful conversation I recently had with Aaron Weiche on my podcast, Local Marketing Secrets. Aaron is an absolute expert in conversion optimization, boasting more than 25 years in digital marketing. He's the co-founder of Leadferno, a SaaS platform that helps local businesses convert website visitors into paying customers using text-based messaging. He's also previously scaled a company onto the Inc. 5000 list, spoken at countless major conferences, and has a results-driven approach to turning clicks into customers.

In this episode, Aaron broke down conversion optimization in a way that's practical for any local business owner. Let's unpack some of his best insights:

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What Exactly is Conversion Optimization?

Conversion optimization involves turning website visitors into actionable leads and eventually paying customers. It's not just about driving traffic; it's about squeezing every ounce of value from each visitor. Aaron explained it simply: conversion is about getting someone visiting your website to raise their hand and say, "Here's my contact information, here's my question, help me solve this."

Common Mistakes in Website Conversions

Aaron highlighted some major pitfalls many local businesses stumble into:

Limited Contact Options: Many businesses only provide one way to reach them, like a phone call or lengthy form. Aaron emphasized the importance of providing multiple options, like texting, forms, and calls, to cater to different customer preferences.
Lengthy Forms: Asking customers to fill out extensive forms can severely impact conversion rates. Aaron suggested sticking to essentials: name, contact info, and maybe one or two critical questions.
Weak Calls-to-Action: Simple buttons like "Contact Us" aren't always enough. Clearly outline next steps and benefits like "Get a Free Quote" or "Schedule a Consultation Today."

The Power of Convenience and Ease

Today's consumers value convenience above almost everything else. Aaron pointed out the success of Amazon's one-click purchasing as an example local businesses should emulate. Making it as easy as possible for customers to interact with your business significantly boosts conversions.

The Importance of "Speed to Lead"

Aaron shared a startling statistic from a study Leadferno conducted: businesses took an average of almost 18 hours to respond to form submissions. The faster you respond, the more likely you'll close the deal. Even a simple automated reply confirming receipt and setting expectations for a response can dramatically improve the customer experience.

Why Text Messaging is King

One surprising insight was that texting isn't just popular with young people; it's actually most preferred by adults aged 35-54. Aaron's research showed texting ranked above both phone calls and emails. Texting is fast, direct, and minimally disruptive, making it ideal for quick communication.

How Leadferno Changes the Game

Aaron's company, Leadferno, offers a widget placed on every page of your website, clearly inviting customers to text your business. It also integrates reputation signals (like average review ratings), response times, and personalized calls-to-action to build trust and convenience.

Unlike traditional live chat—which can frustrate customers if no agent is available—Leadferno uses asynchronous texting. This allows customers to initiate conversations anytime, confident that their message will be seen. Your team can then respond efficiently without the immediate pressure of live chat.

AI and Automation

While Aaron sees tremendous potential in AI and chat automation, he emphasizes using automation wisely. Currently, automation excels at initial interactions and quick qualifications, but human empathy and intuition remain crucial for converting complex or high-stakes leads.

Final Thoughts

My conversation with Aaron was packed with actionable tips. For local businesses, improving your conversion rates can significantly impact your bottom line without necessarily increasing your marketing spend. Provide multiple easy ways to reach you, respond quickly, and leverage text messaging to meet your customers' evolving preferences.

If you want to check out Leadferno yourself, Aaron offered listeners a special deal—mention you heard him on my podcast and get 50% off your first month!

As always, thanks for reading. Implement these tips, and watch your conversions soar!

P.S. Watch the full episode here: