"Spending money to drive traffic to your website - when most of it never does anything while it's there - results in high customer aquisition costs and hurts profitability"

What is website conversion?
So we've driven plenty of completely targeted traffic to your website but you're not getting any leads (or sales or brochure downloads or whatever 'action' you want your visitors to take). This is a conversion issue.

Your website must absolutely be designed to engage your visitor and make them do what you want them to do. Otherwise, what are we doing? You need to measure how many of your visitors take action, call that your conversion rate and use it as the benchmark for everything you do to and with your website. We cannot stress this enough - The conversion rate of your website is your most important web marketing metric.

What sorts of things might be affecting your conversion rate?

Usability: How usable is your website? It it easy to navigate, easy to find what you want, obvious how to proceed?

Content: Are the images you use, the words you write and the forms you expect people to fill designed to engage and convert or bore and deter?

Landing pages: Do you lump every visitor together onto your homepage and expect them to find their own way or do you guide visitors to landing pages designed expressly to help them solve their problems and convert to customers?

If you don't address these things, then the websites that do will be converting your visitors for you (and they might even be laughing at you). Give us a call and we will tell you how to stop that happening.