menus of content, galleries, search results, and articles, may have many possible next steps.

Consider using “I” rather than the royal “we,” so people can connect emotionally with you.

Relevance—This page should be appropriate to my present situation. Self-interest—It should offer me a quick solution to my immediate need. Emotion—It should engage with me on an emotional level.

remove unnecessary distractions, insert powerful appeals

Always remember, you are talking to an “undecided.”

If you don’t ask, how can anyone say “yes”?

place your calls to action at any and all points where someone may be ready to take the action.

AIDA stands for Attention, Interest, Desire, Action. Keeping your visitors engaged requires interest to be maintained and desire to be built, in order for them to be ready to take the next action.

conversion rate of any funnel is a product of the cumulative attrition rate at each step along the path