We know that SEO can deliver traffic, but we know from experience that traffic alone is not enough.
Skeptical consumers require more from your websites’ proposition to relinquish their reservations. This requires persuasion and persuasion marketing.
SEO, relevant and persuasive copy as well as usability all need to work harmoniously in order to shatter prior expectations about what users need from a website in order to take action. One aspect presented without the proper balance of the other can leave the visitor on the fence when it comes to making a decision to purchase.
Transforming a prospect into a customer involves multiple emotional and intellectual layers to facilitate trust. Often, the resolve of the prospect is weathered by a natural layer of mental and emotional buffers to offset the sales process. Just consider it natural reaction to being bombarded from disruptions from advertisements attempting to breach their awareness from every angle.
If you realize it or not, your pages are waging an argument of relevance, persuasion and validity. If you win, conversion occurs, if you lose, then your just another stepping stone for your competition who has structured a better offer, argument or call to action.