Turning Searchers Into Customers

The Gap Between Search and Sale

A searcher is not yet a customer; between them lies a small gap of doubt and effort that many businesses never think to close. Winning happens in that gap, not in the search that opened it.

The businesses that convert well are the ones that make the crossing easy: they answer the searcher's questions and make the next step obvious, so intent turns into action.

Clarity and an Open Door

Closing the gap takes two things: clarity, so the searcher is sure the business fits, and an easy next step, so acting on that certainty takes no effort.

Get both right and a large share of searchers become customers; leave either vague and they drift away, still interested, to a business that made the final step simpler.