Websites act as a business’s storefront in the digital age — it’s the first impression, the one chance to convert the visitor into a paying customer. One important element must be inherent in a successful website company to bring a visitor to the pivotal next step — the call to action.

Landing Page

The landing page is whatever page of your site pops up in a search engine’s results. RedOrbit.com describes them as an online business card. This crucial page instantaneously creates an impression to the target audience and communicates your service or product. It needs to be a digital piece of eye-candy that is bold, concise and creatively designed with contrasting colors. Profit Hub founder, Jeff Usner, advises that Internet marketers’ site conversion rates will dramatically increase with the construction of a proper website.

Know Your Visitors

Former CEO and founder of GoDaddy.com, Bob Parsons, has 16 rules for success. His ninth rule is: “Measure everything of significance. I swear this is true. Anything that is measured and watched improves.”

To apply this principle to your website business, monitor data and metrics from site visitors. The detailed tendencies of your clients will illuminate the aspects of your business that need improvement. One of the most important elements is website conversions, the process of enticing a visitor to complete a desired action, according to Gabriel Shaoolian in an interview with the New York Times.

“One of the biggest mistakes I’ve seen is that people don’t measure their websites’ conversions,” the chief executive of Blue Fountain Media stated. Clear messages, pronounced contact information and effortless navigation are all integral to a visitor’s Internet experience.

A call to action (CTA) sparks a visitor to take the next step — one that is beneficial to your company. Do you want the visitor to comment, search for more content or purchase your product or service? Some strategic placements of CTAs, as business2community.com suggests, are on the top banner, in a right-hand sidebar, within the content itself or at the end of the article. Find locations that best match the structure of your site.

Great Copy & SEO

In 2011, the BBC reported that “a single spelling mistake can cut online sales in half.” A copywriter is every bit important as a web designer. Not only should the copywriter be a master of grammar and the English language at large, the writer should deliver stellar content that’s relevant, intriguing and reflects your business’s goals. Top-notch content reels in repeat visitors.

In the vast cyberspace of seemingly limitless information, it’s your job to stand out. Pretend that your site is a man on a deserted island — what cunning devices will you use so that you’ll be discovered? Search engine optimization (SEO) is a necessary tool should your site stand any chance of Internet survival. Keywords relevant to your product or service need to be strategically placed (and not excessive lest you face the wrath of Google penalization) so that your website will move up the chain of search engine results.