Start with a deep understanding of buyer problems. Put those problems front and center on your website. Feature video clips of your customers discussing how they solved those problems. Include some wit and humor. Throw in a link to a blog and some great content. Provide an offer for them to opt in.

Hope that helps.

Jeff Ogden, the Fearless Competitor
President, Find New Customers "Lead Generation Made Simple"
http://www.findnewcustomers.com

Avi Kaye

CEO Social Media & Managing Partner, Butterknife Marketing

Posted on Nov. 30, 2010

Conversion from what? Conversion TO what?

Do you want to convert the random visitor to a regular one? Do you want to convert a visit to a download of a software or product? Do you want a visit to convert to an email address via sign-up for a newsletter?

The question is broad in the extreme, and can be attacked from so many sides, it's very hard to answer. Jeff gave a good example of how to convince customers that you are the one to solve their problems - but you still need a strong call to action on the site.

Got videos of customers talking about how they solved their problems through you? Fantastic! (transcribe them as well, for SEO). But if you don't have a large 'CONTACT ME HERE' button, the visitor won't know what to do next, and he will most likely leave.

Got a lousy visit - download conversion? Have you got a large green 'DOWNLOAD HERE' button, or is it hidden behind the 'Product' tab, then scroll down, then click 'Get file from repository'?

So to increase conversion, get rid of distractions, don't give too many links pointing away from what you want the visitor to do, and make sure you have a large call to action. And don't forget - test your results, revise, and test again :)

@avi_kaye
www.butterknife-marketing.com