What is a Website Conversion, Anyway?

Search Engine Land recently posted an article on website conversions and search engine optimization (SEO).  While SEO has become a well-known acronym and its meaning widely known, “website conversion” is still somewhat of an inside-industry term largely not used or even ignored by the general public.

Simply put, a website conversion is an action you’d like your website visitor to take.  It could be signing up for a newsletter, leaving a comment on your blog, using the contact form to get more information about you and where possible, an actual sale.

Think of it like this: A “conversion” is something a website visitor does that “converts” them from a simple visitor to a qualified lead or sale.  You can’t afford to ignore this.

What can you do to increase your conversions?  Make your offering very clear.  Explain to your customer what you would like them to do and the features and benefits of taking that action.  Include testimonials, videos and compelling content.  Include a contact form on your website and link to it from every page.  Decrease the amount of clicks it takes for your customer to become a conversion.  Make it easy and intuitive to do so.

Read a more technical article on why Search Engine Land’s Scott Binker thinks Conversion Optimization is the new SEO.

What are the strategies you’ve implemented to compel conversions on your website?

Posted in marketing strategy