For most businesses, a website is a large component of their marketing efforts. For some, it’s the single biggest contributor to sales. Even if you only depend on your website to generate some of your leads, it's a crucial part of your overall business strategy.
Just as in a brick-and-mortar store, window-shoppers are nice, but buyers pay the bills. Website optimization is a scientific process designed to figure out the characteristics of your target demographic(s), attract prospects to your website and convert them. Who are the best prospects? What do they like and dislike? How can the user experience be improved?
Whenever you decide to build something, you need a plan. Before the first shovelful of dirt is moved to lay a foundation, you've completed a set of blueprints for the finished building. A sitemap works similarly when building a new website.
Leads are the lifeblood of your business. Yet, if you're like most marketers, you're having trouble generating enough of them. Well-executed and placed CTAs (calls to action) are great at generating leads and using them is an opportunity that can't be overlooked.