There are countless WordPress themes for business available. So many that the choice between them can be overwhelming. You can literally spend hour after hour looking at themes, liking this aspect of one, that aspect of another, until they all blur into each other and you find it impossible to pick just one theme that will be the most suitable for your company.

At the end of the day, the purpose of any business website is to turn visitors into customers. There are five key elements to look for when searching for a WordPress theme for business that will allow you to maximize your conversions.

Multiple call-to-action options

Arguably the most important element of a landing page is the Call to Action. If you’ve done everything correctly, visitors to your site have been attracted either through advertising, search or a social link, and are looking to take an action to further engage with your business. Make it easy for them!

Obviously, the first thing you’re going to want to do is make it very easy to purchase your product or service.

buy now cta
This CTA is designed for the potential buyer who is at the bottom of the funnel, ready to purchase.
email capture cta
Some visitors may not be ready to purchase, but will commit to receiving emails from you, which still places them into your buying funnel.

But you shouldn’t stop there. Not every visitor to your site will be an “ideal” visitor who is immediately ready to buy. For the majority of people, you need to present an alternative path that requires less commitment. Perhaps that path involves getting them to become an email subscriber. Or offering them a free ebook or case study.

Choosing WordPress themes for Business that are already optimized with multiple CTA buttons or captures will make it easy to maximize your conversions.

Large headlines

When it comes to choosing a WordPress theme, bigger is better! Headlines are worth 90% of the advertising dollar, and have been proven by companies like Buzzfeed and Upworthy to be critical in the success of a company.

large headline wordpress theme
Choose a WordPress Theme that already has large headlines with fonts that match the rest of the content. This will help your content stand out and drive your visitors towards conversion.

Headlines are critically important because they are the first line that visitors see, and it helps them determine whether they are willing to invest time and energy into reading your content. The headline alone can make or break a webpage, and sets the tone for the rest of the copy. Some WordPress themes have headlines that are too small and difficult to read, or don’t have clear typography.

Large headlines with clear typography make a page easy for visitors to digest.

Flexible Design Options

One danger of using a pre-existing theme is looking like a “samey” site that does not stand out or inspire your visitors to engage. A good WordPress theme will have easy-to-use customization options to make the site suit the needs of your unique business, and allow you to customize with your collateral (including a custom logo and branded images).

Any theme you choose should offer the ability to add screenshots, features, and testimonials in an attractive and visually compelling arrangement.

customizable wordpress theme
As you research themes, bookmark ones that have different designs and layouts already built in.

Responsive design

responsive design

In 2016, it should go without saying that if your website does not present a good experience for visitors on mobile devices, you may be leaving an increasingly large portion of your potential audience out in the cold. Many good WordPress themes automatically resize your site experience for different smartphones and tablets, optimizing the site experience for these smaller screens. This is called “Responsive” design, and it is a must have feature for any WordPress site you may build. Potential customers could be reaching your from any device, and a bad site experience that loads slowly or is hard to read will end any interaction before a conversion could happen.

Built-in SEO support

Of course, the key purpose of designing a web page for conversions is to attract potential customers through search. Look for a theme that has built-in plugins and SEO optimization features to help you include the right keywords, tags, and essential terms that will help your content rise to the top.

Search Google for “SEO optimized themes + Your Industry” to find themes that have the clean code and functionality required to rank well in search engines.  Colorlib has a great list which shows several themes with clean code and built in SEO-friendly headers and tags.

There is no one “silver bullet” theme when it comes for designing websites meant to convert. Every business is different, and you should know your audience and customers better than anyone else, However, there are some tried-and true tactics that have been discovered by others thanks to years of testing, trial and error, and analytics.


This post is written by Nick Rojas.