Not every website is designed to drive revenue, but most of them are.
This may be an oversimplification, but it’s still true. Most businesses invest in their website to drive improvements across key metrics, and most of these key metrics relate to revenue.
Good commercial websites generate leads, engage audiences, and present brands in a positive light. In general, they improve the likelihood of your users converting into customers, and help your business reach wider audiences than otherwise possible.
It may sound simple, but there’s a lot that goes into it. Here’s some of the crucial factors that make your website drive revenue in 2026:
Accurate user targeting
A good initial question relates to the target audience of your website. Who exactly is it that you want to communicate with and convert? These personas should serve as the centre of the design process, ensuring that your digital platform is tailored to their exact needs, whatever those may be.
For some websites, this can be a broad range of different users. Take, for instance, our recent work with Bon Secours, which provided an excellent user experience for patients, visitors, staff and GPs. But sometimes, these personas are very specific, such as the MSPs we targeted on the TitanHQ website. Either way, you need to know exactly who your target audience is before anything else.
Effective conversion pathways
Once you’ve considered your target audience, how do you actually convert them? The answer is fairly simple; build a user experience that allows them to access what they need in as seamless and intuitive a way as possible. Make sure that the layout of your website is logical and clear, provide easy access to CTAs and contact information, and remove bottlenecks that may prevent conversions.
Taken to the next step, you can use conversion rate optimisation (CRO) to ensure that each component of your site works as effectively as possible. By trialling different layouts, copy, and interfaces you can arrive at a design which maximises conversions and revenue on your website.
Technical discoverability, SEO, and GEO
Of course, none of this matters if the right users don’t find your website. Expanding the reach of your digital content means paying attention to search engines, backend development, and (increasingly) large language models like ChatGPT. You can begin by producing relevant and useful content for your target audience, which will help both your SEO and GEO (Generative Engine Optimisation).
However, technical factors can also play a key role in discoverability. Search engines love websites that are coded logically and semantically, and require content to be indexed correctly. Technical improvements can lead to outsized commercial benefits. Take our work with WaterWipes, which helped deliver a 1008% increase in organic traffic in 2025.
Long term audience retention
Finally I should mention an underrated driver of revenue: positive brand impressions. As anyone working in marketing knows, the majority of your potential customers are out of market at any one time (a typical figure for this is 95%). That means that most of your website’s visitors may not convert today, but can still be influenced towards returning in the future.
How do you do this? The best way is to create a positive, enjoyable and satisfying user experience. Provide users with a beautiful interface, useful and interesting content, and clear access to valuable information, and you can maximise their odds of returning (and converting!) in the future.
First steps
Your website should work for your marketing campaigns, not against them. If you’d like to discover how to improve your digital reach, increase conversion rates, and improve your brand experience, just get in touch with the Kooba team today. We’d love to speak more about your specific growth needs.
