SEO, getting traffic to your website is only one part of the equation. At the end of the day, getting visitors is absolutely pointless if you can’t get them to perform some sort of action, e.g. sign up to a newsletter, fill out a “get a quote form” or (the ultimate goal) of buying your product/hire your services.
Websites that enjoy the best conversion have one thing in common. They all target customers differently depending on what stages they are at in the buying cycle. Ben Hunt, a recognised expert in the field of Traffic Conversion, came up with the term “Awareness Ladder” to explain the concept and defined it as “A simple model that can help you pitch every page on your web site at its target audience with precision.”