Every web page on your site should be geared towards getting conversions. Ask a very simple question when reviewing the content of your web site: What is it that you want the visitor to do after they've read this page?  In order to get the maximum number of conversions your web site should have very defined calls to action. (Actions or next step you want potential new customers to take) You would think most of these are common sense, but after seeing far too many sites making these mistakes, here are several tips to help you get the most conversions by your calls to action:

Problem #1 Asking for too much, too soon. How many of you have visited a site where before they provide you with any meaningful information they want to know all about you?

• Do not ask for the order on the first page...
• provide visitors with information and take them through a "qualifying" process.

Problem #2 Asking for too much. One call to action is a contact us form. There are many variations of this form but basically it's your opportunity to turn a visitor into a possible new customer, unless you ask too much.

• If your contact form (call to action) has more than four or five short questions, chances are good that you are losing possible conversions.
• Keep all your forms short and simple to fill out.
• Do not collect unnecessary data! Every piece of data you collect in your landing page means fewer submissions.

Problem #3: So what should be asked on a form?  One mistake often made is asking visitors for their phone #, email address and physical address (including city, state and zip code).

• Ask for one maybe two of these, but never all three.
• There is no need to collect an address –especially if you are going to follow up the lead with email or a phone call.
• If you must collect a geographic location in order to properly assign the lead, collect the zip code. That should be enough to sort the leads or define your target market's geographic area.

Problem #4: Spending too much content pressing your case and not enough content showing how well your product or service solved someone else's problem.  Or in other words, not having any information or third party testimonials.

• Testimonials dramatically increase conversions because they give the visitor a problem and solution they relate to.
• It also adds consumer confidence showing the visitor that your company is legitimate and completes the promises it makes.

Problem #5: Do not confuse the visitor with multiple options.

• Keep your "call to action" options down to one or two items: i.e. RSS feeds, contact forms, sign up for newsletters, call us, fax us…send us email… too many.
• Before you add another call to action, review how well the call to actions you currently have available on the site are working.
• Talk to your current customers and find out what they found valuable about your web site or what they found lacking.

One more point.  Whether you're company is engaged in a pay per click ad campaign or organic Search Optimization: Slow down the Changes. All too often marketing departments panic and decide to do too much all at once. Slow down and make changes one at a time and give the site time to absorb the changes and for you to measure the impact of that change.