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.