90% or more of the websites I visit fail to capture my email address, let alone spark my interest in their service.

Today, while researching art styles for children’s books, I stumbled upon an article that outlined the various styles.

This article ranked among the top three results on Google and was hosted on a copywriter’s personal website.

Create content that answers questions faced by your market that aligns with questions they’d face in their buying journey, which your service can solve.

This is the core argument for online content creation and SEO: bring in more customers.

But my anecdotal experience of leaving 90%+ of websites without giving my email doesn’t point to it being very effective. (Note: because the top search results typically get a lot of traffic a small slice of a big pie is still a lot, there are just clearly opportunities to optimize.)

However, I left this website having given my email and filled out the contact form.

Why?

What was different?

As I was reading a pop up appeared offering a free proof read of your children’s book.

Bam.

That form was filled out faster than you could say chimichanga.

First: Create relevant and valuable content.

Second: Offer another small slice of value that requires some effort from your audience for free.

Third: Upsell to a paid sku.

Although I haven’t decided to make a purchase yet, this customer experience is sure to generate more conversions than those missing the second step.