We have all been sitting at a conference hearing a speaker talk about the amazing amount of traffic their site gets. If a little voice in your head questioned this, wondering how that traffic actually translates into cash, you are on the right track. All of the traffic in the world is worth nothing if it is not converting to leads.
You have committed to keeping your site updated with fresh content, and maybe you are already seeing some positive results from those actions. If you want to see truly great returns from your inbound marketing efforts, you need to not only keep creating content, but keep creating content that converts.
A conversion happens when a potential customer gets closer to doing business with you, in a measureable way. A new visitor to your website downloading a piece of content is a conversion, and a return visitor filling out a contact form is also a conversion. The specific conversion action will vary depending on the customer, and where they are in their journey as buyers. What does not vary is the fact that you need to make a consistent effort to write better content that facilitates those conversions.