13 Tips for Tuning Your Web Site to Increase Conversions and Inquiries

You're familiar with search engine optimization, which decrees that there are a certain set of words that people tend to search with. But when those same people arrive on your Web site, a different set of words become important. These are "customer carewords."

Choosing the right search keywords will bring people to your Web site, but choosing the right customer carewords will bring them through your Web site—and complete the sale.

So says Gerry McGovern, who practically invented the concept of Web content that sells. Gerry has published three books on the subject, and he's been wielding his content pickaxe online since the early 90s... in Internet time, that's... 104 years, give or take a decade.

Last month, Gerry led a MarketingProfs virtual seminar, counseling attendees on how to tune their Web site content to up conversion rates, increase inquiries, and enhance customer satisfaction. Here are some of the highlights of that lively and well-attended event.

Q: What are customer carewords? How can they improve your site?

A: Customer carewords are the small set of words that customers really care about once they arrive at your Web site. Search words will bring customers to your Web site. Carewords take them through your Web site. Instead of hitting the Back button, carewords get customers to act in a positive way on your Web site.

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