Website optimization for a better conversion rate is a sensible business move. A good start to having an optimized website is a clean and simple home page which loads quickly and displays only relevant information, with a user-friendly navigation, clearly stands out.
If you work with a web designer who knows the craft, she must know how to provide the best possible user experience. Alternatively, if you build your site yourself using a site builder like Shopify or Wix, make sure to check the tutorials in their online learning centers and their forums for design tips and tricks that can really polish your web page.