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This eNewsletter is now “The Optimizer”: I’ve changed the name to “The Optimizer,” to focus on one concept — optimization. Optimization, in a word, expresses the work leading to success at your websites. Not only do websites need optimization for search engines (SEO), but also efficiency and content marketing gains using an automated, dynamic CMS solution — another form of optimizing your work. Factor in the ongoing R.O.I. improvements you get from optimizing your landing and conversion pages, and you have my recipe for online business success — a la Optimization. We’ll be talking about tips, traps, and techniques for Optimizers in every issue.

Are Conversions Gender Specific?: Hey, should have reported this prior to Valentine’s day… but you can bring up even now with your mate. As you know, we have an ongoing poll at LinkedIn on “How well does your website convert visitors to leads or customers?“. Well, this poll shows that so far (it’s live, go add your own one-click vote), women get more leads (at their websites), while men do more optimization. Yet… more men than women don’t understand conversions. Hmmmmm. No wonder there are relationship psychologists:

Publishing Persuasive Content: Speaking of optimizing — your content itself is the place to start. Today, Marketing is Publishing, and Publishing is Sales (when you’re a “Conversion Blogger”).  Every company online is in Publishing. Take a look at this article covering success results of businesses that create quality content.  Now that’s the way to do it.

Blog for The Conversion: Remember that a conversion happens when a visitor to your site moves one step closer to a business mission goal you have. What goals? Convert a visitor to an interested prospect who might return (give them a whitepaper to download), a lead (they fill out a form), or a customer (the pay for, or at least order a product or service). And your blogs should provide meaningful and engaging content, which also asks for a sale.

Two examples: The first client, in the business of providing tradeshows to Sportsmen, has a new business blog (from WebFadds) and while providing hunting and fishing tips, they also ask for online ticket sales to their expositions (see SportsExposBlog.com). That’s doing it right.

A second client, in the business of providing travel fare specials, has been writing lots of jibber-jabber blog posts just for the “SEO juice”.  Huh? That’s an old-school concept where you just fill up your posts with keywords and phrases and hope Google picks you up.  This is a bad strategy for three important reasons: Visitors will “bounce” right out of your site if content is not engaging; Google has filters to block out sites that aren’t really relevant; and without conversions in mind as you create content that really connects with visitors… no sales will be made. Instead, give your visitors some real meat in your content, and let them get to know you. People buy from someone they know. Then, ask for the sale. You’ll see conversions and ROI stats from Google Analytics that justify your effort.

So… how is your site converting? Contact me, and we’ll explore the value to your company that increased conversions will bring.