When someone walks into a store, a good salesperson greets the visitor and offers to help.  The same is true for a good website.  While you don’t often have a person, you should have a process to “greet” and direct visitors to the right place on your site.

This process should include a way to engage visitors, collect their name and email address so you can convert them from a random stranger into a prospect.

This topic of conversion was part of the discussion at the All Things Marketing event last spring.  Here is a short excerpt of that discussion.