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Here are some predictions and other words to the wise for 2006 when it comes to conversions, clickthroughs, and SEO.

One thing I really liked:

Maybe It Is the Copy

I can’t tell you how many times we’ve told a client the first they should do is hire a copywriter to write more persuasive copy and product descriptions on their site. They smile and nod and agree and move on to optimize something else, such as site design elements. Only after they’ve tinkered with about a dozen other factors and experienced only incremental improvements do they say, “Hmm. Maybe it is the copy.”

Relevant copy reigns supreme; the more of it you have the better. Why is that? Because people do two things online: they read text, and they follow links. Nothing more, nothing less. They don’t come to engage in your navigation or site design. They come to find what they’re looking for; either you have it or you don’t. If you do, you must have the copy and links that will get them to it.

Yup, it’s probably the copy.

Read it all here.

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