Dan Lok

Create a single, clear and benefit-laden call for action. Focus on getting people to take one action. Don't offer more than one action. Identify the action clearly and persuasively, and track the results. Get them to click and go to a relevant landing page to get them to take further action. —Dan Lok, www.websiteconversionexpert.com

Talk in the first person. Develop your persona as a friend or as an expert. Define your persona based on your customers' needs and desires and based on professional behaviors. —Dan Lok, www.websiteconversionexpert.com

Use Web page sign-up forms or postcard return cards, but get permission in a valid way. Create and offer incentives for people to sign up online to receive value-added information. —Dan Lok, www.websiteconversionexpert.com

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