Water, water all around
And all the boards did shrink.
Water water everywhere
And not a drop to drink.
Samuel Taylor Coleridge, The Rhyme of the Ancient Mariner

"I'd give up all my traffic for one good lead a month," lamented a Tampa Bay businessman whose aging site gets lots of traffic but few prospects.

That's the irony of traffic. No matter how many visitors your website is getting, it makes no difference if you aren't getting visitors whom you can turn into clients. Internet jargon has named that happy condition, "conversion¹."

Visitors, visitors everywhere, but not a one converts.

Conversion requires attention to detail in three specific areas.

1. Keywords - are you using the keywords that your potential converts use when they are looking for you? Search engine optimization¹.
2. Content - are you displaying the content that is useful for your potential converts? Content is and always will be king.
3. Usability¹ - can your visitors easily find what they are looking for when they get to your website? Is it easy for them to take action? Is the website user experience a pleasant one?

Simple.

But not easy.