Over the years, your website has gone from a simple online brochure to an interactive interface between you and your prospects. Today, your online presence defines you. When prospects or clients search for you and arrive at your website, do they find what they’re looking for? Does your website message line up with what others are saying about you? Most important, do your web visitors decide to take action and interact with your site?

The success of a website is measured by your “web conversion rate,” in other words, the number of visitors you convert into clients. And, in order to do this, you need to nudge prospects to connect with your site, so that they eventually take the action you want. One way to encourage their interaction is to offer them something of value in exchange for filling out a quick information form. It could be a free report, white paper or newsletter. You could also give them the option to request a complimentary retirement analysis or to schedule an appointment.

Whether or not you have an interactive element on your site that you can track, you should take advantage of the free quantitative tools that are available. Use Google Analytics or another analytics tool to statistically evaluate your site. Here, you can find out how many people searched for your site, and what keywords they used when they did so. Discover how long people stayed on your site, the pages they visited and if they were new or repeat visitors. Use the information to improve your website and direct visitors where you want them to go. But most important, give visitors something to interact with on your site. Before you know it, they just may decide to come in to see you.

And that is the goal, isn’t it?

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Maribeth Kuzmeski is the founder of Red Zone Marketing, LLC, which consults to Fortune 500 firms on strategic marketing planning and business growth. For more information, go to www.redzonemarketing.com.