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Map out your Conversion pages: How do you keep score if you don’t know where your opportunities lie? Just like a football team seeks to “convert” on fourth down by executing a play with a flow toward the “conversion,” so should you map out your site the way a coach maps out the play.

Hey… yesterday was the Superbowl… so you know why I’m using football analogies. But, they fit. The coach draws a play for the team so they know what to do. Then coaches make adjustments as things unfold on the playing field. Plan carefully. Watch how things unfold and adjust. Right coach? And, all this so you can… convert  In football, convert a fourth down into a first down, and on the web… convert a visitor into a lead or a customer.

Above, two sitemaps are given in this downloadable (click it) pdf… along with some “secret sauce.”

So draw your play first — that is, make a sitemap. Just like a team would not go onto a field without knowing a play, you need to visualize your own “play” at your website. Especially if you’re designing or redesigning your site. But also if you’re well into a site that has grown and changed for a few years — time to step back and see the sitemap so you can reevaluate strategies and tactics.

I’ve attached a couple of sitemaps (I call them “Mission Maps”) that I recently produced for real clients (click to download it – PDF). Note that conversion pages are clearly marked. And, you’ll find a great formula on it that you can use at your own site. Remember to begin with the end in mind — that’s the only way teams get to the SuperBowl.

WordPress 2.7 Rocks: WordPress has really come a long way since its humble beginnings as a blogging platform. Nowadays, it’s a full-blown Content Management solution used by Fortune 500 companies from Ford to CNN. And you should be using it too, for dynamic websites, optimization, engagement with prospects and customers, plus easy editing. And now, version 2.7 makes editing even easier.

Using an older version of WordPress? Upgrade now. Older versions are security risks, and don’t work well with updated plugins.

I’ve made a video overview for you with editing tips as you migrate to 2.7 — and an Optimization tip thrown in for good measure:

That’s it for this edition — contact me to discuss how you can Optimize, Connect and Convert… at your website.

- Scott