Effective website marketing seminar Today, James and I had the pleasure of attending a seminar, hosted by Blackburn with Darwen Digital Development Unit (DDU), at the Blackburn Technology Centre. Among the topics covered were effective search engine optimisation, pay-per-click, and using analytics to assess conversion. All day-to-day bread and butter stuff for an agency like ourselves, but it was extremely interesting to hear the questions raised by the audience, during gaps in the presentation. This got us thinking about how many of our clients, overall, consider conversion as an effective measure of their website's success. Few, we would guess. So, as a website owner (we're making an assumption that you are) - take a moment to think... when was the last time you calculated how many of your website visitors you "converted". By this we mean, how many: signed up for your newsletter bought something completed your enquiry form picked up the phone OK - working out how many pick up the phone can be complex to assess, but if you don't work out the general figures, how do you know if your web design company have delivered real ROI (return on investment)? Let's say the fee for developing your last website was £5000, have you worked out whether this was an INVESTMENT, or an EXPENSE? It's something that Door4 (or your own web designer if you're not fortunate enough to be working with us at the moment) can help you to assess. It's not their (or our) job to do this for you, we need to make that clear, but they can show you how to use the tools at your disposal to work this out. Leon Calverley