FATAL FLAW# 2- Conversion Ratio Neglect The primary job of small business websites is to persuade visitors to do something (convert to a customer, lead or opt-in) before they leave your site. The “something” may be a to buy something, request a free “white paper”, opt-in to an e-mail list, call the office, etc. But the bottom-line is visitors who come to your website, look around a bit, and leave without “doing” anything, i.e., filling out a form or calling or whatever typically do not become customers and by improving the “conversion ratio” of your website you improve the effectiveness of ALL of your marketing.