A lot of marketing types talk about websites that convert (or conversion rate optimisation) but I've never seen anybody that actually builds what's necessary in order to support the claim. Our entire framework is built around conversions.
Every page *needs* 12 elements in order to convert, and I'm just talking about one of them: video. It's as important as your every-page calendar integrated forms.
I won't talk about the value of video because I've done that elsewhere. Needless to say, you're 54X more likely to be on the front page of Google with video, and you're usually about 10X more likely to convert.
Video is what works, so we include at least one video on every page. Simple.
Video is assigned to each page on your website via Yabber. With defined hooks associated with FAQ, Blog, Testimonial, and every other post or page type - including all standard cornerstone pages - we simply assign a video to a page. It takes just a few seconds.
If you want to get fancy, you may assign videos on the basis of resolved interest types (part of the conditional framework).
The notion that you'd assign effort into coverting off a 'true' dedicated landing page but ignore those that purposefully and intentionally find you organically is obsurd. Every page is a type of landing page that needs to convert.
The reason your current website doesn't convert clients is because it doesn't know how to convert.
To our clients, you have a distinct digital advantage, so use your powers responsibly!
