One of the primary goals of a local internet marketing campaign is to convert a web surfer into believing that a product is a worthwhile investment. And while many businesses wish consumers were always in "buy now" mode, that may not be the case.
High Rankings notes that sometimes, a person isn't in the market to buy. However, there is still an opportunity to convince a user that the service offered is a quality one, with the goal of later conversion.
The news source suggests offering a simple way to stay connected to a website, such as signing up for a free email newsletter, following the company on Twitter or liking its Facebook page. These can be suggested as a call-to-action at the bottom of a page.
Furthermore, it's important to make clear that a site not only teaches or discusses a service, but actually offers it as well.
Lastly, be trustworthy. An owner will lose credibility if he or she doesn't actually provide the consumer with promised Twitter updates or email newsletters.
Search Engine Land adds that the three most effective ways to gain landing page conversions are using a concrete headline, aforementioned call-to-action buttons and social proof - such as testimonials, case studies or media coverage.