The image is from a presentation Omniserve made at the Digiweb Online Edge conference, please click on it to get the full size image.
The tips for getting more business from your website boil down to:
1. Title tags: Make sure the title tag for your page reflects the target search phrase that you expect searchers looking for your product to type in (for more on how to pick the right target search phrase see http://www.seochat.com/c/b/Choosing-Keywords-Help/
2. Clear and simple navigation: The way that searchers see the route to the information that they are seeking is via the Navigation linkages that your website provides. Make sure that your navigation is clear and contains the main actions that a searcher is likely to want to carry out. Remember you only have approximately 3 seconds before the average searcher bounces back to the search results( http://news.bbc.co.uk/2/hi/technology/4616700.stm )
3. Main Heading (H1): Often the reason searchers bounce off a page is because it takes too long to figure out what the website they have landed on does and whether this is what the searcher needs. Therefore a clear heading saying in 5 or 6 words your Unique Selling Proposition, your USP (what is a USP) and if possible you should include some of the words that appear in your target search phrase to increase keyword density.
4. Testimonials in a Guest Book: One certain way to reduce your bounce rate is to enable your customers to give positive feedback and to feature this in a prominent place on your home page.
5. News and special offers in your Blog: Another way that searchers make their mind up about a website is to see if there are any signs of life in terms of recent news. If it is clear from a blog that features recent content that there are people actively working on the website it is a great confidence inspiring measure. Another advantage of a blog is that it allows you to feature time related special offers (for example 50% off if you book before the end of this month). This can be captured by Google and featured in search results for the product or service that you supply.
6. Motivation Architecture: Think about the person reading the page. If someone stops you in the street to sell you a charity subscription they don’t launch straight into what they want you to do. They start by attempting to establish a rapport with you. In the inanimate medium of the web this is often forgotten. The most motivating word in the English language is “you”, for example “We create solutions for you” or “We will look after you”. Once a degree of intimacy has been achieved then you seek to motivate the searcher to take action using power words in “calls to action” such as “Please call us now” or “Order now and save”.
7. The final item on your home page is your page footer. Include your address here and your target search phrase as both of these will help your appearance in Google.