Turn More Website Visitors Into Customers.
Improve performance, user experience, and conversion paths to create a website that supports measurable business growth.
Your website is your hardest-working salesperson.
Every second of load time, every confusing layout, every extra form field costs you customers. Website optimization closes those gaps — turning the traffic you already have into qualified leads, calls, and revenue without spending more on ads.
of mobile visitors
leave a page that takes longer than three seconds to load. Speed is the first conversion lever — and the easiest to fix.
Largest Contentful Paint
is Google's Core Web Vitals threshold. Under it, you rank and convert better. Over it, both suffer in lockstep.
of online consumers
are less likely to return after a bad experience. One slow or broken visit costs more than the conversion — it costs the relationship.
conversion lift
is typical from a focused optimization pass on a mid-traffic site — without buying a single new visitor.
Six levers, one outcome: more customers.
Optimization isn't a redesign. It's a focused, evidence-based set of changes to the highest-leverage parts of the experience. Pull these six levers together and the site you already have becomes the growth engine it was supposed to be.
Performance
Page speed, image and asset optimization, render-blocking resources, caching, and CDN delivery. The first thing every visitor judges — and the cheapest lever on the list.
Conversion Rate
Landing-page structure, value propositions, calls to action, trust signals, and the path from arrival to conversion. We make the next step obvious and the friction invisible.
User Experience
Navigation clarity, mobile usability, accessibility, visual hierarchy, and the small interactions that make a site feel effortless instead of exhausting.
Technical Health
Core Web Vitals, mobile responsiveness, broken links, redirect chains, schema, indexability, and the quiet errors that drag down both ranking and revenue.
Analytics
GA4, server-side tracking, event and conversion goals wired correctly, and reporting that tells you what's actually moving — not a wall of numbers without a story.
Lead Capture
Forms that respect the visitor's time, calls-to-action placed where decisions get made, and routing that gets leads to a human while the intent is still warm.
Audit. Prioritize. Implement. Measure.
A repeatable, transparent process — so every change is tied to a hypothesis, every hypothesis is tied to a metric, and you always know what we're working on and why.
Audit
A full read of performance, technical health, UX, conversion paths, analytics, and the funnel — so we see where the leaks actually are, not where we'd guess.
Prioritize
Findings ranked by revenue impact and effort. You get a clear roadmap that names the two or three changes that will move the needle — and the ones not worth doing.
Implement
We do the work — page speed fixes, layout changes, form rebuilds, tracking — on your existing platform, without ripping anything apart that's already working.
Measure
Conversion rate, lead volume, lead quality, cost per acquired customer. Monthly read-outs in plain English, with the next move already named.
Where the leaks actually live.
Most sites lose customers in a small number of predictable places. Here's where we spend the most time — and why each one moves the number that matters.
Core Web Vitals
LCP, INP, and CLS aren't checkbox items — they're the difference between a site Google promotes and a site Google quietly demotes. We tune each one to live in the green, on mobile and desktop, on the pages closest to revenue.
Landing page structure
A clear value proposition above the fold, the right proof in the right place, and one obvious next step. We rewrite hero sections, reorder blocks, and cut everything that doesn't move the visitor closer to converting.
Calls to action
Generic "Submit" buttons cost real money. We rewrite CTAs to match what the visitor actually wants — "Get a Free Estimate," "Book a Strategy Call," "See Pricing" — and place them where decisions get made.
Mobile optimization
More than half your visitors are on a phone. We optimize tap targets, layout, font sizing, sticky CTAs, and one-thumb navigation — and verify it on real devices, not just an emulator.
Form improvements
Every form field is a chance to lose a lead. We cut fields, fix labels, fix autofill, fix mobile keyboards, and rebuild submission flows so they confirm clearly and route the lead to a human fast.
User flow
We watch how visitors actually move through the site — scroll depth, click patterns, exit pages — and remove the dead ends, dead links, and detours between intent and conversion.
Optimized for how people search now — and how they'll search next.
Google AI Overviews, ChatGPT, Perplexity, and the next generation of answer engines all draw from the same indexed web. The sites they cite share a profile: clean structure, fast pages, clear hierarchy, and content built to be quoted. We build for that profile.
Structured data
LocalBusiness, Service, FAQ, Product, Article, Breadcrumb — schema that tells both classical search and AI engines exactly what the page is, what you do, and where you do it.
Content hierarchy
A clean H1 → H2 → H3 structure, semantic HTML, and a logical outline AI engines can parse in a single pass. The pages that get cited are the pages that are easy to read.
Crawlability
Fast servers, valid markup, clean sitemaps, no orphan pages, no redirect chains, and no JavaScript that hides content from crawlers. Every page that should be found is.
AI discoverability
Direct, concise answers to the questions buyers actually ask, sitting near the top of the relevant page. That's the format AI Overviews extract — and the format that gets cited.
Modern search behavior
Long, conversational queries; multi-step research sessions; mobile-first scrolls; voice search. We design pages that work for the way people search today, not the way they searched in 2015.
Semantic clarity
Plain-English copy, consistent terminology, and direct claims backed by specifics. AI engines reward content that reads like it was written by a human who knows the topic — because it was.
Straight answers to the questions business owners actually ask.
My site looks fine. Why would I need to optimize it?
"Looks fine" and "converts well" are different problems. Most sites we audit are losing 30–60% of qualified visitors to slow pages, friction in the conversion path, confusing layouts on mobile, or forms that are longer than they need to be. Optimization is about closing those gaps — not redesigning what already works.
Do I need a full redesign or just optimization?
Almost always optimization. Full redesigns are expensive, take months, and frequently lose the rankings and conversion patterns that took years to build. We start with an audit that tells you exactly where the leaks are — most of the time, three to five focused fixes move the needle more than a rebuild would.
How fast does my website actually need to be?
Largest Contentful Paint under 2.5 seconds, Interaction to Next Paint under 200 milliseconds, and Cumulative Layout Shift under 0.1 — those are Google's thresholds and they're directly tied to ranking and conversion. Every additional second of load time meaningfully drops conversion rate, especially on mobile.
How long does it take to see results?
Performance and technical fixes show up in analytics inside a week — sometimes the same day. Conversion improvements are usually measurable within 30 days once we have a clean baseline to compare against. UX and lead-capture work compounds over the following quarter as we test, learn, and iterate.
Will optimization break my SEO?
Done right, it improves it. Page speed, Core Web Vitals, mobile usability, and clean technical health are all direct ranking signals — and the same UX improvements that lift conversion also lift dwell time and reduce bounce. We protect URLs, redirects, and on-page content throughout so search equity is preserved. More on our SEO & content approach →
What platforms do you work with?
WordPress, Shopify, Webflow, Squarespace, Wix, custom React/Next.js builds, and most major CMS platforms. The platform matters less than the underlying issues — we've improved performance and conversion across all of them. If a platform is genuinely the blocker, we'll tell you and scope the move properly.
We get traffic but few leads. Can optimization fix that?
Yes — and that's the highest-ROI scenario for optimization work. Traffic without conversion means the leak is somewhere in the experience: page clarity, trust signals, form friction, weak calls to action, or a mobile layout that hides the CTA. We isolate which one and fix it.
How is success measured?
Against business outcomes, not vanity metrics. We track conversion rate, lead volume, qualified-lead rate, cost per acquired customer, and revenue influenced by the site. Performance scores and Lighthouse numbers are inputs — they only matter because they move those outcomes.
Do you work with businesses outside Long Island?
Yes. We're based on Long Island and that's where most of our local-business work happens, but we run optimization programs for companies across the country. The discipline travels — the framework is the same whether the customer base is Nassau County or national.
What does an optimization engagement actually include?
A technical and conversion audit, a prioritized roadmap tied to revenue impact, implementation of the highest-leverage fixes (performance, UX, forms, CTAs, tracking), clean analytics with goals and events properly wired, and a monthly read-out tied to business metrics — not screenshots from PageSpeed Insights.
What makes Sommers Marketing Group different?
Senior strategy, no agency layers. Every engagement is led personally by Lee Sommers — 19 years of agency experience, no junior handoffs, no rotating account managers. Fewer clients, deeper focus, and direct accountability for the numbers we promised. More about how we work →
How much does website optimization cost?
Pricing scales with scope — site size, platform, the depth of the audit, and how much implementation we own. We don't sell hours; we scope engagements against the outcome you need. Book a strategy call → and we'll give you a candid range for your situation on the first conversation.
Optimization compounds when it's paired.
A faster, higher-converting site lifts the ROI of every other channel. Most clients pair website optimization with the work below.
SEO & Content Marketing
Technical SEO, content systems, and local visibility — built to send qualified traffic to the optimized site we just shipped.
Learn MorePaid Advertising
Google & Meta campaigns, continuously optimized — feeding the funnel a higher-converting site can actually capitalize on.
Coming SoonSocial Media Management
Content cadence, community management, and paid amplification — pointed at landing pages built to convert the attention.
Coming SoonReputation Management
Reviews and trust signals where buyers see them — directly tied to the trust block on every optimized landing page.
Coming SoonAI Tools & Automation
Automating reporting, lead routing, and content workflows — so the leads the site captures get to a human while they're still warm.
Coming SoonSee All Services
The full stack of growth services — pick the channels you need, or run them together as a unified program.
View ServicesReady To Get More From Your Website?
Tell us about your site and Lee will reach out within one business day with a candid read on where the opportunity is — no spam, no auto-responders, no junior handoffs.
Prefer to call?
631-496-1600 — Monday–Friday, 9am–6pm ET.
One business day response
Every reply comes directly from Lee — no auto-responders, no junior intake.
Tell us about your needs
A few details help Lee come prepared with a useful answer, not a generic pitch.