Once they find your Web site, will they do what you want?

Much of my work these days is helping companies increase the amount of traffic they get from the search engines. However, I find that many ? most ? companies that are focusing on search-engine optimization are ignoring an incredibly important factor: conversions on their Web site.

Now, by ?conversion? I mean the process of converting someone from one stage to another. In particular, how do you get someone who has just arrived at your Web site to ?convert? to a lead or customer? It?s all very well spending time and effort to get ranked in the search engines or spend hard…