When it comes to the modern art of Web marketing, there's no room for ego. If  your gut says it's right, that's usually good enough for developing initial creative concepts. What's important is getting something out into the wild - don't spend time trying to make it perfect. Once you've released to the public, sit back and observe. It's an experiment. Perfection is pursued over time by replacing poor performing concepts with new or making adjustments to those performing adequately. In our practice, we've seen websites move from as low as .74% conversion to over 9.3%. Can you imagine the impact? That means they went from less than 1 in 100 visitors becoming leads to over 9 visitors in 100. That's huge! Sadly, conversion optimization is the most overlooked opportunity in Web marketing. Most people are content with their default conversion rate, and simply attempt to pour more traffic in the top of their funnel to increase leads.

This is about measurement and analysis. You should always test multiple versions of a Web page to determine which best converts visitors into leads or customers. This art has purpose - to deliver return on investment. And, pretty doesn't always win. It's about unlocking the formula of images, copy, layout, call-to-action, color palette, etc. that not only attract the right people, but successfully encourages them to take action upon arrival.