|This is a great question, and the answer kind of has a "chicken or egg" element to it. Do you start with building traffic or improving conversions.
Search Engine Optimization, Social Media Marketing, Pay Per Click advertising are all "visitor builders" but if your site does not effectively convert those visitors into customers or leads the time and money you invested in traffic building was wasted.
On the other hand you can't really "improve" your conversion ratio if you don't have any visitors.
You have to do both. We know certain elements are necessary for conversions to occur. We need a clear call to action and a compelling value proposition, we know we can use images to manage the eye flow of the visitors... so we implement some conversion "best practices".
We know that SEO can consistently provide a flow of high quality clients so we do our keyword research and optimize the 'on-page" and navigation elements of the site.
So that covers getting started... but we quickly expand into other visitor building efforts like social media and closely monitor visitor patterns and conversion ratios to see what we can improve. You can find more here-