Effective websites convert browsers into customers
Not long ago, I took my wife Amy to a restaurant I had found on the Web.
After looking forward to it for weeks, we drove the 50 miles and spent over $150. It turned out that the atmosphere was nothing special and the food was not very good.
So why did we go? Because the restaurant's website made it sound so good. The website was attractive and professional-looking. The menu descriptions made my mouth water.
This was a perfect example of the power of what Web developers call conversion.
Conversion is successfully persuading someone who stumbles upon your site to take action — order the product, dial the phone, give an email address.
Or drive 50 miles and plunk down $150 for a meal.
How many conversions would it take before the restaurant's website paid for itself? Not very many, I suspect. And imagine how much business a website could end up generating if the food was actually good enough to go back for.
Because of examples like this, I'm amazed every time a Google search turns up no website at all for a restaurant — or a contractor, or a healthcare provider, or an auto repair shop — that I'm considering.
Let's give your potential customers what they're looking for, and get them to your door.
