For years we’ve been lecturing on the importance of addressing the Two Big Things in Internet Marketing:
1. Getting the right visitors in volume to your site.
2. Delivering the right visitor experience once they get there.
This isn’t exactly rocket science, is it? And yet we were a lone voice in the wilderness. There were the SEO evangelists – Rankings as God. The SEM experts – skip the rest, do more and better click ads.
Of course both paid at least glancing attention to Landing Pages. No mention of what happens once they get past the home page.
Then you had Useability Experts. Not Visitor Experience, or User Experience mind you. Useability. {Shudder}
Last year you started hearing the occasional article, that maybe you should pay attention to CONVERSIONS (results) rather than to Rankings or Unique Visitors or whatever metric.
Please people. It isn’t that hard to understand.

Get lots of real prospects to your website.
On every page of your website, fan their interest, build trust, encourage and make action easy.

If you do that, the Internet will work for you.
To whatever extent that isn’t occurring, there’s your unrealized potential.
Have at it.