In order to successfully market a business online and generate qualified leads and sales, a small business owner is faced with two challenges: first, getting found online by people who are interested in the products and/or services they sell; and, secondly, converting website visitors into leads or sales.

The purpose of this article is to shed light on the latter. Very often, webmasters and small business owners are concerned with getting found and driving more traffic, but if attention is paid to conversions, less money will be spent on driving traffic and getting found, leading to a higher return on investment.

Conversion is the number of visitors that come to your website versus the number of people that actually take action — whether it is to subscribe to your newsletter, request a quote or consultation or make a purchase.

If you focus on increasing the number of people who take action — rather than throwing more money into traffic — you will actually benefit from a higher return on investment and a lower cost per lead.

Recently, consulting firm Rain Today conducted a survey of more than 200 buyers rating the importance of various website elements and how clients buy. Their findings highlight the top ten elements every website should have in order to engage and successfully convert website visitors into leads and sales. These elements provide visitors with the information they need to make an informed decision.

I suggest you evaluate your website to see if you are including all of the key elements the survey found so you can maximize your website conversion rate.

Service Description – 87%

Industries Served – 78%

Success Stories/Case Studies – 73%

Professional Website Design and Presentation – 69%

About us/Biographies – 64%

Client List – 64%

Online Resources/Content (White Papers, etc.) – 60%

Video or Online Presentations – 57%

News Items – 47%

Podcasts or Audio Content – 45%

Nicole McCullum is the founder of Captivate Designs a New York Web Design Company that prides itself in creating Effective Website Design. If you are looking for an Effective Website Design, please contact Captivate Designs to discuss your project and obtain a Free Web Design Pricing.

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