People create websites with many end goals in mind. You may start a blog to create discussions with like-minded individuals, or you might set up an online shop to sell your hand crocheted scarves. Whether your goal is clicks, comments, or sales, it all boils down to transforming your audience from passive observers to active participators. There are two aspects determining the reach and sales potential of your website: traffic and conversions. Traffic is the number of people visiting your site. Conversion is the number of people following your call to action. It’s important to determine your goal and make that goal clear to your audience in the form of a strong call to action.