What's the most important thing to remember when you're designing your website? Conversions. Conversions mean engagement. Conversions mean leads. Conversions mean revenue.
Just what is a conversion? It's harder to define than you might think, because they can be different for each organization. The easiest definition, though, is when a user clicks to buy, completes a contact form, or downloads a gated white paper from your website, that's a conversion. ("Gated" means that the user must give you their contact information in order to download.)