In This Chapter
Why build a Conversion Machine?
Understanding the components of a Conversion Machine
Building your website engine
Fueling up with content
Lubricating the paths to conversion
Inbound marketers are attraction and conversion architects. As you build and refine your inbound attraction inputs and purchase path flow, you’ll be building a system that establishes a series of conversions that culminate in an action (purchase). I call this system a Conversion Machine (see Figure 9-1), and it consists of the following parts: