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GET MORE LEADS WITH THE MIGHTY PAGEVIEW

Are you watching your website statistics and wondering why an increase in "Visits" doesn't make your phone ring? Maybe you're watching the wrong stat. Unless the "Visitor" finds what he or she wants, that Visitor is just a stat and not a lead. That's where the lowly and unsung (but mighty!) Pageview comes in.

Pageviews are just that, how many pages were viewed over a given time. Look at the ratio between Pageviews and Visits (sometimes also called Sessions) to measure Visitor reaction to your website. Let's say January brought 100 Visitors who saw 200 pages, a two to one (2:1) ratio. That means that each average Visitor saw two pages, and then went on their way. If they rushed to the phone to call you after seeing those two pages, then Congratulations! Your website is getting the job done!

If, on the other hand, the Visitor didn't find what they were looking for after seeing those two pages, returned to the search engine and was referred to a competitor, then maybe you should consider what made them leave so soon. Presumably, a Visitor who sees more pages is getting more engaged by your website, is getting more educated about the benefit of working with you and is more likely to call.

There is no trick to getting your Visitor to look at more pages, it's a simple matter of giving him what he wants. You know your client. What type of content is he or she looking for? What do you Show and Tell him in the real world? Face to face, do you engage your Live Prospect with lively accounts of real projects in which you solved specific problems similar to his problem and back it up with great pictures? If so, then do exactly that on your website and look for the total Pageviews to increase and, more importantly, for the ratio of Pageviews to Visits to increase. The point is: Whatever it is that you use to sell your Live Prospect, translate it to your website in as much volume and variety as possible and watch your Pageviews go up and listen to your phone start ringing.

A side benefit of focusing on Pageviews is the pleasure of instant gratification and the ability to respond to instant feedback. Not only will more and better content make your Pageviews go up, but it will do it RIGHT AWAY! While you may wait weeks or months to for search engines to index and rank your upgraded content, Visitor reaction is immediate. If your improved and expanded content is having the desired effect, you should be able to see it right away in your record of daily Pageviews. Even with zero increase in traffic (Visits), if your website upgrade is having its desired effect, you should be able to see an immediate increase in Pageviews, phone calls and LEADS.