1 Reassure your visitors. If someone has clicked onto your site from a search engine, research shows that you typically have less than eight seconds to capture their attention. Remember, these guys are looking first of all for confirmation that they’re in the right place. As much as possible, the page needs to feature the keywords they searched with.

2 Give them what they want. Make sure they can see the product they are looking for. If they don’t feel they’re in the right place, they’re going to go back to the search engine results, and waltz off in the arms of your competitor. This includes making sure your site loads quickly to appease even the most impatient surfer.

3 Prioritise calls to action. If someone clicks onto your site, then they normally either want to learn or to buy. Give them the opportunity to do what they came to do, by making the start of the buying process clear, honest and easy. Research has shown that the best results come from graphical Calls To Action such as clickable buttons or images.

4 Keep it simple, stupid. Firstly, make sure your navigation is clean and clear. Along the same lines, think carefully before using distracting graphics and needless add-ons. That Flash intro might look spectacular, but most users now are long past the point of being impressed and want to get to the site already. Simple, well laid-out sites convert far better than expensive, confusing ones.

Hope this brief summary helps. More information is also available at http://www.leadgenerators.co.uk/products/conversion.php

All the best

Huw