We are Christina and Peter Pilarski, founders and leaders of CIPR Communications.
In our previous episode we talked about the distinction between creative-focused and conversion-focused web design. Our approach is primarily a conversion-focused one, and in this episode, we explain why.
Conversion-Focused Web Design
The reason we concentrate on conversions when building a website for a client is really quite simple: this is what most of our clients need. When clients come to us, it is usually because they want to increase sales, which means they need a platform that helps them to generate and convert leads. As a marketing agency, our primary purpose is to help our clients meet their business goals. We implement a variety of long-term tactics to enable this. For all of those tactics to be successful, an effective, conversion-focused website must be in place.
There is a strong economic argument to be made for investing in building conversion rate optimization. If you can raise the conversion rate of your website by 20%, that means that each dollar you spend on marketing is 20% more efficient. All investments in marketing tactics such as SEO, PPC, social media marketing, etc, will be that much more effective, because they all lead back to a website that has been built to boost conversions.
To sum up, the reason we focus on conversions is because that is the best way we can add value to your digital marketing. A strong website that is optimized for conversion will form the heart of all your online marketing. All of your marketing efforts lead back to your website, and with your website built with conversions as the primary goal, you are bound to see better results with all of your marketing campaigns.
Find out more about CIPR Communications’ web design services by listening to the seventh series of our podcast. For more information about web development, content marketing, SEO and our other services, read our blog, listen to other podcast episodes, or contact us.
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Christina Pilarski
Christina Pilarski is CEO and co-founder of CIPR Communications, a digital PR, marketing, and AI consulting agency serving hospitality, tourism, and luxury lifestyle brands across North America. Before starting CIPR in 2010 with her life partner and business partner, Peter Pilarski, Christina led campaigns in a series of corporate roles and served as Special Advisor to the Minister at Alberta's Department of Tourism, Parks and Recreation. She now leads a team of 20+ staff and contractors across CIPR and its AI-focused division, the Tourism AI Network. Christina holds a BA with Honours and an MA in Communications Studies from the University of Calgary. Outside the office, she's a mom of twins and two dogs, based in Calgary.
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Peter Pilarski
Peter Pilarski is the Founder of Tourism AI Network and President of CIPR Communications. He helps tourism and hospitality organizations adopt AI strategically — from AI search visibility and custom tool development to team training and executive advisory. He is a sought-after keynote speaker, workshop facilitator, and AI advisor whose sessions blend practical frameworks with real-world results.
