Getting customers to your website can be a difficult task. There are so many business out there vying for the attention of consumers and these days there are so many ways in which people can find solutions to their problems. But gaining traffic is only half the battle. Unless you can successfully convert those prospects, your business won’t experience optimal growth. A conversion can be different things to different businesses in different situations. It doesn't necessarily have to be a sale. A conversion could also be engagement with a prospect or even just an exchange of content or ideas. What is the best way to go about converting visitors to your website into valued customers? With us on this episode of your favourite small business podcast is a man who has been focusing on this tricky question for the last five years. Trajan King has worked with big tech companies and fledging startups to streamline and optimise their conversion process. There needs to be an investment of time, energy and money into conversion optimisation, but, according to Trajan, it needn’t be as expensive of labour intensive as many of us imagine. Some simple, common-sense tweaks to your existing site could help to improve your conversion rate. We all invest so much time and energy into getting people to our sites so it would be shame to miss out on some valued customers by neglecting conversion optimization. Trajan has some great insights and tips to help us get the most out of our efforts.  Issue Challenged in this Small Business Podcast: How can I make my website convert and generate more income for my business? About Trajan: Trajan King began his career on Wall Street before making the move to Silicon Valley where he worked for some of the biggest companies, successfully built many startups and became a renowned advisor in the field of conversion optimisation. Trajan now works with companies to improve their conversion rates and improve their profit and efficiency. Here’s here with us on this episode of the number one small business podcast to share some of his expertise and help us apply some effective conversion principles to our small businesses. Actionable Tips: * Think of your website like it’s an Ikea store. Give your visitors and customers a clear, obvious path. Look at other websites such as Zappos and Amazon, and see how the conversion paths are clearly laid out. * Think of the colour scheme and navigation of your site. You need to highlight the action that you want people to take on your site with colour so don’t overdo it with colours elsewhere. * Each page should have one call to action. Lots of visitors aren’t coming through the home page, so it’s important that each page directs visitors in the right way, regardless of where they arrive from. Top Quotes: * “People spend around $97 to get people to their website and only $1 toward converting them. Those numbers are skewed when you look at how much time, energy and money people are spending on generating traffic.” * “A conversion is not always a sale.” * “Every page of your site should have an objective. I find a lot of website where people put up content but there’s no clear objective, call to action or conversion strategy.” * “One of the top mistakes is having too much content on your website. It can muddle the message that each page should have a distinct call to action or objective.” * “What we learn from the paradox of choice is that if you don’t give people a lot of choice then they’re more likely to go where you want them to go.” Trajan’s Links: