Your Web site has one primary goal: convert visitors into customers.

Regardless of how much traffic you generate from search engine optimization, your blog, email or social media marketing  , if your Web site can’t get a visitor to fill out a contact form, pick up the phone or “Buy Now!” then your marketing is wasted.

While working with clients it is interesting to see just how many of them do not spend the time to work out how to communicate with their customers. 

While none of the ideas listed are particularly new, they do work. You just need to adapt them to your own business.

Interactive tools. Let your customer ”run the numbers” or establish some benefit themselves with an interactive tool or calculator on your site. This works really well if it is found on your home page.

Audio & Video. Add demonstrations of your products in use, or clips from a recent presentation. This allows your visitors to get a sampling of what they can expect when they begin work with you. Flash will work for almost all visitors and a recoding tool like Camtasia is also very useful.

Discussion Forums.  A well-developed discussion forum can drive search engine traffic and give visitors a reason to return to your site time and again.

Downloads. All the different types of documents can be made available:  White papers, relaxation audio recordings, desktop widgets, or anything else your prospects and customers are interested.  Always try and get the visitor to fill out a short form to access your downloads.

In Conclusion. By adding interactivity to your Web site, by letting your visitors take an active roll, you will increase their interest and your conversions, which will ultimately benefit your bottom line.