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Let me use vangogh as an example. Anyone here needing web programming, WordPress help, or several other things would know he is an expert.
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It's interesting you mention that since I have had people get in touch with me because they searched, found something I said on a forum, and decided to contact me about work. They may never have seen my site other than to get the contact info. I even wrote a post about the concept a year or so ago on
how to build your brand through social media. You can pick up business by having a brand presence in places other than your site.
I see a few mentions of doing things off site. One thing is definitely getting more targeted traffic. Sometimes the emphasis seems to be all on how much traffic instead of what kind of traffic. If you can work on picking up traffic more likely to be interested in what you offer that greatly helps increase conversions.
Still there's a lot you can do on your site. Since Steve used me as an example, I'll also use myself as an example. When I redesigned my site last year I asked some of my clients why they hired me and why they stick with me. One of the things I gathered from the feedback was many of them liked me. I tend to get into idle chat with clients and I think of many of them as friends more than clients. They liked the personal. When I rewrote my content I stopped referring to myself in the third person or by company name. I switched the language to 'I' and 'me' and wrote things in a much more personal and informal way. I think it's had a great impact because I'm tailoring the site more to the type of people who have hired me in the past.
Some of conversion theory is simply trying different things. Move a button from the left to the right. Change a color of a heading. Change one word in a page title or a heading or your call to action. And all the time be measuring which works best. There is a lot you can do on your site to increase conversions. Combine that with generating targeted traffic as opposed to any traffic and pre-sell outside of your site and you should also increase conversions.
It's not just one thing though. There are lots of little things.
Another example that pops to mind. Anytime you ask for an email address add a small line that says 'we value your privacy' That little line seems to greatly increase how many people will give you their email. Think about possible objections people might have to contacting you and respond to that objection right there at the moment they have to decide whether or not to contact you.