When customers or potential customers visit your website, what do they find and what do they “get” for their time? Well, if you have a website that’s maximized for conversion, then you have some actions that those people can execute. They may, for example, sign up to get an e-newsletter (and in the process, perhaps, get a discount). They might find a product and want a quote for it. They might download something such as an e-book, or they might just create an account so that you can capture their information.

Those are all conversions — both macro and micro — and they’re all examples of how businesses can use a website in order to make sure that they are optimizing their chance not just for lead generation but for conversion to a paid customer. What else do you need to know about optimizing your website? This graphic helps to explain it.