It isn’t just one thing. The website needs to be coherent and credible, obviously. Credibility also happens outside of the site: other blogs, customer reviews, sites like LinkedIn, etc. Online reputation is part of a “conversation” between the company and its customers. When the company participates in an open way, it is possible to make the conversations work for the company in a positive way, rather than trying to do damage control when a problem arises or there is a single disgruntled customer.

Click here for the complete conversation on LinkedIn…

What is the purpose of your website? Is it to tell everyone where you went to college? How many years you have been an expert? Or… is it really to convert a stranger into a customer?

Better still, your website should simply get a stranger to start a conversation with you. Once you begin that conversation - either through a phone call, email, blog posts/comments or online chat - you have a much better chance of turning that conversation into a customer.

When developing the strategy for your website, focus on what a successful conversion looks like. To us, a conversion is when someone who goes to our website either picks up the phone and calls us or completes the contact form.

With that in mind, make sure the other stuff on your website doesn’t get in the way of the real goal: conversion.