As a business, you should never be happy with building a webpage for sales, then leaving it to do what it can. You should always be tweaking until you get the best converting page possible.
To do this, internet marketers use something called Split Testing, which essentially means creating two slightly different versions of a web page and randomly sending the incoming traffic to either version, then measuring the outcomes to see which version is better.
A simple example of this is if you have a landing page with an 'enter your email to subscribe now' button, as the main conversion point for your page. Just building a single page like this and looking at the analytics might show you that, in any given day, 100 people hit the page, and 13 sign up for your email newsletter. Now, the idea with split testing is to create the identical page, but change one thing. Let's say you change the button text to read 'sign up for our monthly news letter' instead of the 'enter your email to subscribe now'. You set this page up, use a split testing plugin (available for most CMS sites) that randomizes the incoming link to either Page A or Page B, and after a set time you look at the results. You may see that your new button converts 5% more people, or you may see it converts less. Then you move on to other parts of that page like the title or the sales pitch paragraph, or the color of the button, etc.
The basic idea is to optimize your pages to be the best converting possible, because as a business, you should never be happy with just having a website, but strive to make it work for you as well as possible.
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