When most people think of an SEO consultant they think of a person who optimizes web pages and builds links in order to achieve a higher search engine ranking. This is true however there are other skills a good SEO consultant needs to have in order to be truly effective.
In addition to being a marketer in general an SEO consultant must also be an expert at website conversion. Why? Simply because SEO is only 1 part of the internet marketing equation. Once the technical goal of 1st page ranking has been reached (hopefully for the right keywords) the next step is to get the traffic coming to your site to do something.
That is where website conversion comes in. There are many factors involved in website conversion including usability factors, design, and good old fashioned sale copy. Many website usage studies have determined that you have around 10 seconds to convince your visitor to stay on your website. After that you have to convince them that you have something to offer them that is unique and then tell them how to take the next step whether it be buy your product, fill in a form, etc.
Website conversion is where the rubber meets the road, it is the second half of an SEO campaign and is the deciding factor between online success or failure.
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