For a consultative site, you cannot talk only about your company and its products. You must talk about how your visitors can solve their problems and the problems of the stakeholders they report

Because the conversion rate is a fraction, there are two ways you can increase it: 1. Get more visitors to take action, or 2. Reduce the number of visitors to the site.

if you’re going to convert, you’re going to have to publish.

Visit the Google Analytics Application Gallery (Google.com/analytics/apps)

The typical home page is a bottle full of different colored opportunities that will inevitably bring the reader to a halt

“specificity is a hallmark of conversion.”

What if you put one of the recommendations in this book to work on your site and made a change that would get just one more person out of every 100 to buy from you? So instead of getting two out of every 100, you got three to convert? It doesn’t sound like a big deal, does it? But by increasing your conversion rate from two to three out of 100, you

There are two key questions to ask to implement the scientific method: “What do I think will change when I implement this?” This is your hypothesis. “How will I measure that change?”

for the other formulas, design and layout are supportive of the strategies I present. For a brochure site, design and layout are fundamental. The other sites may get away with a poor design, but a brochure site won’t.