The site and its processes
This was a site we could sink our teeth into. They came to us with a site that did not rank for any of their keywords (they do now). And it had no conversion points. We made sure to build in a number of ways that people can contact them. We also took some old content and created a downloadable PDF that we give away with the submission of an email. So between the different contact forms and the downloadable PDF we have a number of places that we can collect data about the visitor.