Convert!
Convert!: Designing Web Sites to Increase Traffic and Conversion
By Ben Hunt
Every business has a website. The question is whether every website is really a factor in the business.
Ben Hunt’s Convert! is an excellent primer in turning any company website into a tool for attracting and converting users.
The book does a commendable job of covering the macro issues, such as messaging for different buying stages, and micro issues, such as writing great calls to action.
Hunt writes several times that every web page is “an advertisement for the next step,” whether that step is to sign up for a trial, download a whitepaper, sign up for a newsletter, etc. He says engaging users so they take the next step requires a web page to meet four criteria:
- Affirm the positive signs visitors are looking for.
- Resolve their concerns and built trust.
- Build interest.
- Make it easy to keep engaging.
Fortunately, Hunt provides plenty of examples and advice for achieving all four criteria.
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