A well planned and designed Conversion Architecture is a key phase in building an effective business website as part of a digital Internet marketing plan. For most businesses, the website is their primary marketing vehicle. It is their online business card and gives the business credibility and visibility. But what value is a website to a business if people are visiting the site but aren’t completing the desired action, eg – make a purchase, subscribe to a newsletter or leave their contact details.

“Virtually all websites have a persuasive purpose. To change what people think and do online, you need first to clarify your target outcomes and then make sure My Digital Internet everything leads to those outcomes. ” Therefore, it is critical that you design and build your business website with a well defined Conversion Architecture in mind that will result in more visitors completing the conversion goals set out as part of your online presence.

Many businesses have gone through several phases of internet experience over the life of the commercial internet. In most cases, the first phase was “I need to get a website”. For many businesses, the current phase is “now that I’ve got a website, I need to get found”. However, many businesses stop there in their understanding of Internet marketing and regrettably fail to recognize the most integral ingredient to a successful online business which is – “Once I get found, how do i convert more visitors to customers? “

As part of a successful Digital Internet marketing strategy, the planning, designing and building of an effective Conversion Architecture is a critical phase in any successful business web design project. During downturns in the economy, the need for an effective website Conversion Architecture has more even weight and purpose and will have more importance to businesses. By providing an expert consultative approach to the subject of conversion architecture, at WSI we operate on a much higher level than just offering a website and some Internet marketing campaigns.

Anthony Burke is an digital internet marketing consultant with experience of business development, marketing and the Internet with many large companies – more recently Hewitt Associates, Xchanging and Axa Insurance and several key London Market Insurers. Anthony now runs his own business which is associated with WSI to provide companies with affordable Internet marketing solutions to enable profitable growth and increase marketing ROI. He is also a member of the British Computer Society and a registered Prince2 Practitioner.

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