What actually makes a website convert.
It's rarely the color of the button.
Most conversations about "conversion" start with buttons and colors, and mostly end there too. But the businesses that actually get more calls and emails from their site usually fixed something upstream of the button: is it obvious what you do, in the first five seconds, without scrolling? Does the page answer the visitor's actual question — can you help me, have you done this before, what does it cost — before it asks them to do anything?
Trust matters more than most redesigns account for. A couple of real testimonials, a few real project photos, and a clear answer to "who are you and why should I believe you" will usually do more for conversion than any amount of button-color testing.
Friction is the other half of it. Every extra field on a form, every extra click before someone can reach you, is a chance for them to leave instead. The best-converting pages we've built usually have the shortest path from "landed on the page" to "got in touch."
Design still matters — a site that looks outdated or slapped-together undercuts trust before a visitor reads a word. But it's in service of clarity and trust, not a replacement for them.