Optimization vs. Conversion: What you need to know.
By Katherine Andes
There are two terms you will want to know to discuss with any copywriter who develops content for your website: optimization and conversion.
Both are the key ingredients to making your website successful.
Optimization generally refers to “search engine optimization” or “SEO.” Simply put this process helps people find your site. With millions of websites, on the Internet, your site will be lost like a needle in the haystack if you don’t have good SEO.
And really good optimization doesn’t get your site found by everyone — rather, it gets your site found by those who are looking for just what you have to offer.
Conversion generally refers to whether the content on your site is doing its job. Are people clicking to relevant pages, filling out a lead-generating form, signing up for a newsletter, placing an order, picking up the phone, or walking in your store ….
Whatever it is that you want a visitor to do, that is conversion.
Of course, as with all things web connected, there are variations in how terms are used. For example, some web writers use the term optimization to refer to generally making a website effective.
Still the above distinctions will give you a good start in getting comfortable with the vocabulary you will need to make strong decisions when improving your website.
TIP OF THE WEEK: Think of optimization like putting a phone directory in a household. It helps people find your business. And conversion is like placing a good ad in a newspaper with a premium or coupon. You’ll know if the ad works, if people use the premium.
Katherine Andes is a consultant who specializes in web copy writing, including search engine optimization, and landing pages — especially in the home improvement market. You can contact her at email@example.com.