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1. Traffic Conversion Swipe File
How To Turn Your Website Visitors Into Leads
By Robert Dempsey
Learn more about Internet marketing strategies that convert at the
Itinerant Entrepreneur Journal (IEJ).
And when you get there, please comment on the posts.
Thanks!
Copyright 2011 - Robert Dempsey. All Rights Reserved.

2. Obligatory Disclaimer
No part of this publication may be reproduced or transmitted in any form
or by any means, mechanical or electronic, including photocopying or
recording, or by any information storage and retrieval system, or
transmitted by email without permission in writing from the publisher.
While all attempts have been made to verify the information provided in
this publication, neither the author nor the publisher assumes any
responsibility for errors, omissions, or contrary interpretations of the
subject matter herein.
This book is for entertainment purposes only. The views expressed are
those of the author alone, and should not be taken as expert instruction or
commands. The reader is responsible for his or her own actions.
Adherence to all applicable laws and regulations, including international,
federal, state and local governing professional licensing, business practices,
advertising, and all other aspects of doing business in the US, Canada or
any other jurisdiction is the sole responsibility of the purchaser or reader.
Neither the author nor the publisher assume any responsibility or liability
whatsoever on the behalf of the purchaser or reader of these materials.
Any perceived slight of any individual or organization is purely
unintentional.
In addition, this report contains many screenshots from many websites.
The designs and copy are copyright of their respective owners, with full
credit given to each along with the URLs of each site. The words are mine,
the graphics are theirs.
... and with the legal stuff out of the way, let’s get to the goods.
Traffic Conversion Swipe File – Robert Dempsey - 2

3. Table of Contents
Introduc*on
.........................................................................................................................................5
What’s
This?
............................................................................................................................................5
What’s
The
Goal
Of
This
Report?
.............................................................................................................5
Who
Is
Robert
Dempsey?
.........................................................................................................................6
Why
Your
Website
Doesn’t
Sell
And
What
You
Can
Do
About
It
............................................................9
Leads
And
Sales
.......................................................................................................................................9
Set
Your
Sites
On
Sell
.............................................................................................................................10
The
Traffic
Conversion
Swipe
File
........................................................................................................12
Website
Layouts
....................................................................................................................................12
Simple
Web
Page
Template
...................................................................................................................12
Complex
Web
Template
.........................................................................................................................13
About
Pages
.......................................................................................................................................14
ChrisBrogan.com
...................................................................................................................................14
JohnChow.com
......................................................................................................................................15
CopyBlogger.com
...................................................................................................................................16
Blog
Update
Forms
.............................................................................................................................17
BlogTyrant.com
.....................................................................................................................................17
Entrepreneurs-­‐Journey.com
..................................................................................................................18
Mashable.com
.......................................................................................................................................18
TheLaunchCoach.com
...........................................................................................................................18
Email
Opt-­‐In
Forms
.............................................................................................................................19
9Seeds.com
...........................................................................................................................................19
ChrisG.com
............................................................................................................................................20
DavidRisley.com
....................................................................................................................................21
GideonShalwick.com
.............................................................................................................................22
Email
Pop-­‐Up
Forms
...........................................................................................................................23
DailyConversaXons.com
........................................................................................................................23
JonathanFields.com
...............................................................................................................................24
LauraRoeder.com
..................................................................................................................................25
Footer
Pop-­‐ups
...................................................................................................................................26
RyanHealy.com
.....................................................................................................................................26
WordPressMembershipUniversity.com
.................................................................................................26
Wordtracker.com
...................................................................................................................................26
Email
Signup
Thank
You
Pages
............................................................................................................27
ZacJohnson.com
....................................................................................................................................27
SteveSco]Site.com
................................................................................................................................28
SmartPassiveIncome.com
.....................................................................................................................29
Blogmastersclub.com
............................................................................................................................29
Email
Signup
Final
Confirma*on
Pages
...............................................................................................30
Youngprepro.com
..................................................................................................................................30
NotAProBlog.com
..................................................................................................................................31
Hectorjcuevas.com
................................................................................................................................32
Traffic Conversion Swipe File – Robert Dempsey - 3

4. Landing
Pages
.....................................................................................................................................33
Makemoneyontheinternet.com
.............................................................................................................33
FiveBuckeBook.com
...............................................................................................................................34
Sales
Pages
.........................................................................................................................................35
nichesitecoaching.com
..........................................................................................................................36
Traindom.com
.......................................................................................................................................37
interviewincome.com
............................................................................................................................38
Self-­‐Adver*sed
Products
....................................................................................................................39
IlluminatedMind.net
..............................................................................................................................39
tylertervooren.com
...............................................................................................................................39
MakeMoneyOnTheInternet.com
...........................................................................................................40
IlluminatedMind.net
..............................................................................................................................40
Single
Post
Ads
And
Opt-­‐In
Forms
.......................................................................................................41
ChrisBrogan.com
...................................................................................................................................41
TyroneShum.com
...................................................................................................................................42
SmartPassiveIncome.com
.....................................................................................................................42
Social
Media
Connec*ons
...................................................................................................................43
9seeds.com
............................................................................................................................................43
alexwhalley.com
....................................................................................................................................44
RidiculouslyExtraordinary.com
..............................................................................................................44
RobLaughter.com
..................................................................................................................................45
WhoIsRachelJackson.com
.....................................................................................................................45
jessilicious.com
.....................................................................................................................................46
trafficgeneraXoncafe.com
.....................................................................................................................46
Special
Offer
Pop-­‐ups
.........................................................................................................................47
FreelanceFolder.com
.............................................................................................................................47
Graphicriver.net
....................................................................................................................................47
Proxy1media.com
..................................................................................................................................48
Subscribe
Pages
..................................................................................................................................49
youngprepro.com
..................................................................................................................................49
Problogger.net
.......................................................................................................................................50
toprankblog.com
...................................................................................................................................51
How
To
Use
This
Report
......................................................................................................................52
What
To
Do
With
What
You’ve
Learned
................................................................................................52
Where
To
Go
For
More
..........................................................................................................................52
Final
Thoughts
.......................................................................................................................................53
Traffic Conversion Swipe File – Robert Dempsey - 4

5. Introduction
Welcome to the Traffic Conversion Swipe File. Please read on to find what
this is all about.
What’s This?
This report is a swipe file. What’s a swipe file? According to Wikipedia a
swipe file is,
… a collection of tested and proven advertising and sales letters.
Keeping a swipe file (templates) is a common practice used by
advertising copywriters and creative directors as a ready reference of
ideas for projects. Copywriters are not the only ones who can benefit
from having a swipe file.
And that’s very true. Anyone who is using online marketing to get more can
benefit from a swipe file. And that’s why I’ve created this one just for you.
What’s The Goal Of This Report?
My goal here is simply to help you, but not just with only one aspect of your
site. Online marketing is much more complex than a single aspect of your
site.
Rather than spending days studying thousands of sites that are known to
convert visitors into leads and then into customers, use this report as a
shortcut.
Traffic Conversion Swipe File – Robert Dempsey - 5

6. For months I’ve been taking screenshots of every aspect of every site I’ve
visited – that’s a lot of stuff. In here you’ll find a selection of many aspects
I’ve been researching.
I urge you not to copy what you see, but to look at why each of these is
effective for lead generation, engagement, and converting leads into sales.
Then implement what you’ve learned in your own online marketing so you
too can make more money. After all, that’s what it’s all about. Be honest.
Now you might be wondering…
Who Is Robert Dempsey? Who am I?
And why do I refer to myself in the third person in a report I’m writing? I
had a science teacher in the 7th grade that did that and it creeped me out.
I’ll stop now.
So who am I and why should you read this report?
My name is Robert Dempsey, and I’m an
entrepreneur.
On April 16, 1999, after 5 years of alcoholism with
the last 2 consisting of blackout drinking, I left the
Culinary Institute of America where I was training
to be a chef, and checked into rehab.
What has transpired since then is nothing short of
miraculous. As they say in AA, “you can’t get to
Traffic Conversion Swipe File – Robert Dempsey - 6

7. where I am from where I’ve been.” It’s a very true statement.
I quit my first ever IT job back in 2000 and have been self-employed pretty
much ever since. Sometimes a man’s gotta do what a man’s gotta do, and I
have a family, so I’ve had a few jobs along the way. But I always went back
to work for myself.
I quit my last full time job in the middle of 2007 once my web development
business - Atlantic Dominion Solutions - really started taking off. I grew
that company to 9 full-time employees and more than $500K revenues
within a year and a half.
It was a very good year.
Fast forward to today, I now contract out all the work for my web
development business, and have a number of blogs and other online
properties, with the two biggies being Life Of The Freelancer and the
Itinerant Entrepreneur’s Journal (IEJ).
I learned a number of years into my business that if you own a company
and want to stay in business you had better learn marketing and sales. I
did, and I now help other freelancers and small businesses to increase their
leads and sales using online marketing.
I’m lucky to be spending the next few years with my family in Thailand.
This morning an elephant visited us. And just to prove to you that I am
Traffic Conversion Swipe File – Robert Dempsey - 7

8. indeed happy (unlike what the picture above may suggest), here’s me with
my daughter on top of said elephant.
But enough about me, let’s get to why you are here...
Traffic Conversion Swipe File – Robert Dempsey - 8

9. Why Your Website Doesn’t Sell And What You Can Do
About It
As a subscriber of the IEJ you’ve heard me talk about how it’s all about
conversions. And I’m very serious about that. You can give away all the free
content you want, build a great audience, but if you don’t make money
somehow you can’t keep going.
So there are two things you need to focus on – two things that many people
completely forget when building their websites – leads and sales.
Leads And Sales
There are many methods for generating traffic to your site with social
media, search engine optimization, and connecting with others online
and offline being the three best.
But as I just said, without conversions we can only go for so long.
There are many types of conversions, and what we want are leads. Leads
come in many forms, including:
• RSS subscribers
• Email subscribers
• Frequent commenters
Traffic Conversion Swipe File – Robert Dempsey - 9

10. Not all of these are created equal, but anyone that’s a subscriber gets more
points as that means they want what you’re putting out there, and they
want it on a regular basis.
That means that within some amount of time, you can turn those folks into
customers. Which brings us to the next part of the report - sales.
Set Your Sites On Sell
I’ll keep this section short and say it like this: we are all in business, you
need money to stay in business, and to get money you need to sell.
Selling is not dirty.
Shady tactics are dirty. Selling a crap product to someone that doesn’t need
it is dirty. Using consumer psychology to sell said product to someone is
dirty.
But selling is not dirty. It is necessary.
You don’t have to be a hard seller and pound people with sales messages, in
fact that will turn them off and ensure that you lose customers. The best
sales technique I’ve found is a continuous flow of value to the customer
along with offer messages strategically placed.
To show what I mean, take a look at this graphic. This is the email
marketing method used by Pat Flynn of SmartPassiveIncome.com (a great
blog by the way).
Traffic Conversion Swipe File – Robert Dempsey - 10

11. Note that Pat never sells a product directly in his emails, rather he provides
content not found anywhere else on his site, and then directs people every
so often to the content that sells.
That’s what I’m talking about – a continuous flow of value with product
offers here and there. Nothing dirty about that.
Enough of me on my soapbox, let’s get to the swipe file!
Traffic Conversion Swipe File – Robert Dempsey - 11

12. The Traffic Conversion Swipe File
What you are about to dig into is a collection of resources that will help you
capture more leads on your website, and convert those leads into
customers.
Website Layouts
A 2009 Marketing Experiments report titled, “No Unsupervised Thinking:
How to increase conversions by guiding your audience,” it was found that
there are two main website layouts that aid in conversions. They are the
simple web page template, and the complex web page template.
Simple Web Page Template
Traffic Conversion Swipe File – Robert Dempsey - 12

13. Many blogs use the simple template - the content is in the main window,
and navigation and other elements are in the right column. This is also
known as a content-sidebar layout.
Complex Web Template
Some blog theme designers use the complex template as a home page
layout. As an example, the Agency theme from StudioPress uses this exact
layout.
Traffic Conversion Swipe File – Robert Dempsey - 13

14. About Pages
About pages are typically the second most viewed page on any site. So it’s
there you want to connect with your readers and future customers and tell
them what they can expect from you and your site.
ChrisBrogan.com
Traffic Conversion Swipe File – Robert Dempsey - 14

15. JohnChow.com
Traffic Conversion Swipe File – Robert Dempsey - 15

16. CopyBlogger.com
Traffic Conversion Swipe File – Robert Dempsey - 16

17. Blog Update Forms
There are three ways people can ensure they never miss a single post from
your blog – visiting on a regular basis, RSS, and email. Believe it or not
there are many people out there that don’t know how to use RSS or an RSS
reader.
Until Google does a better job of educating the world on RSS, here are some
ideas of keeping your readers up to date.
BlogTyrant.com
Traffic Conversion Swipe File – Robert Dempsey - 17

18. Entrepreneurs-Journey.com
Mashable.com
TheLaunchCoach.com
Traffic Conversion Swipe File – Robert Dempsey - 18

19. Email Opt-In Forms
Email marketing is one of the best methods of lead capture and conversion.
Use these to get some ideas of how to get readers to opt-in to your email
list.
9Seeds.com
Traffic Conversion Swipe File – Robert Dempsey - 19

20. ChrisG.com
Traffic Conversion Swipe File – Robert Dempsey - 20

21. DavidRisley.com
Traffic Conversion Swipe File – Robert Dempsey - 21

22. GideonShalwick.com
Traffic Conversion Swipe File – Robert Dempsey - 22

23. Email Pop-Up Forms
Many people hate popup forms, and many others swear by them. On my
sites I’ve had both results.
One of the better pieces of software to create popups is PopUp Domination.
Many of the following examples are using it.
Take a look at these and see if they would be right for your blog.
DailyConversations.com
Traffic Conversion Swipe File – Robert Dempsey - 23

24. JonathanFields.com
Traffic Conversion Swipe File – Robert Dempsey - 24

25. LauraRoeder.com
Traffic Conversion Swipe File – Robert Dempsey - 25

26. Footer Pop-ups
A variation on the popup form is a footer popup. Essentially it’s like a
popup but a bit less intrusive as it sits at the bottom of the page until the
visitor closes it.
The one I’ve seen most used, and I’ve tried as well, is Optin Crusher.
Here are some examples of the footer pop-up.
RyanHealy.com
WordPressMembershipUniversity.com
Wordtracker.com
Traffic Conversion Swipe File – Robert Dempsey - 26

27. Email Signup Thank You Pages
There are many opportunities to connect with your subscribers. A biggie
often overlooked is the sign up thank you page – the page your email
subscribers land on after they sign up for your newsletter.
Here are a few examples to get your creative juices flowing.
ZacJohnson.com
Traffic Conversion Swipe File – Robert Dempsey - 27

28. SteveScottSite.com
Traffic Conversion Swipe File – Robert Dempsey - 28

29. SmartPassiveIncome.com
Blogmastersclub.com
Traffic Conversion Swipe File – Robert Dempsey - 29

30. Email Signup Final Confirmation Pages
And after a subscriber completes their subscription to your email list, you
have yet another opportunity to direct them to other content, connect with
them, or both.
Youngprepro.com
Traffic Conversion Swipe File – Robert Dempsey - 30

31. NotAProBlog.com
Traffic Conversion Swipe File – Robert Dempsey - 31

32. Hectorjcuevas.com
Traffic Conversion Swipe File – Robert Dempsey - 32

33. Landing Pages
There are many forms of landing pages, but they are all designed to get the
viewer to take a single action. In the world of online marketing, that means
filling out a form of some kind.
Makemoneyontheinternet.com
But not always…
Traffic Conversion Swipe File – Robert Dempsey - 33

34. FiveBuckeBook.com
Traffic Conversion Swipe File – Robert Dempsey - 34

35. Sales Pages
Sales pages are all about the sell, something we talked about above. They
also come in many formats:
• Short form
• Long form (the ones that scroll forever)
• Video
…to name a few. Here are a few choice ones to give your brain a start.
Starting on the next page. I told you some of these are long.
Traffic Conversion Swipe File – Robert Dempsey - 35

36. nichesitecoaching.com
Traffic Conversion Swipe File – Robert Dempsey - 36

37. Traindom.com
Traffic Conversion Swipe File – Robert Dempsey - 37

38. interviewincome.com
Traffic Conversion Swipe File – Robert Dempsey - 38

39. Self-Advertised Products
There are many ways to make money online, with one of the best being to
sell your own products. Here are how some folks advertise their products
on their sites.
IlluminatedMind.net
tylertervooren.com
Traffic Conversion Swipe File – Robert Dempsey - 39

40. MakeMoneyOnTheInternet.com
(This is not my product, that text is part of the ad)
IlluminatedMind.net
Traffic Conversion Swipe File – Robert Dempsey - 40

41. Single Post Ads And Opt-In Forms
I use these on most of my sites and they are great for conversions. What
these are opt-in forms that appear on single blog posts between the post
content and the comment section, so people are (practically) guaranteed to
see them.
ChrisBrogan.com
Traffic Conversion Swipe File – Robert Dempsey - 41

42. TyroneShum.com
SmartPassiveIncome.com
Traffic Conversion Swipe File – Robert Dempsey - 42

43. Social Media Connections
Do you social media? So do I! You can find me on Twitter and the
Facebook. Haha sorry, I heard someone call it “the Facebook” once and
laughed. Just remembered it. Yes it’s you Mark if you’re reading this.
Either way, there are many ways to ask people to join you on these
networks. Here’s a few tasty one’s I’ve seen.
These are even better in context so be sure to visit the associated sites.
9seeds.com
Traffic Conversion Swipe File – Robert Dempsey - 43

44. alexwhalley.com
RidiculouslyExtraordinary.com
Traffic Conversion Swipe File – Robert Dempsey - 44

45. RobLaughter.com
WhoIsRachelJackson.com
Traffic Conversion Swipe File – Robert Dempsey - 45

46. jessilicious.com
trafficgenerationcafe.com
Traffic Conversion Swipe File – Robert Dempsey - 46

47. Special Offer Pop-ups
These are variations on the pop-ups we saw above. Rather than showing an
opt-in form, they present a special offer. So they’re the same, but different.
FreelanceFolder.com
Graphicriver.net
Traffic Conversion Swipe File – Robert Dempsey - 47

48. Proxy1media.com
Traffic Conversion Swipe File – Robert Dempsey - 48

49. Subscribe Pages
Why show someone a dinky opt-in form or widget when you can use an
entire page? All the cool kids do it, and I suggest you do too.
youngprepro.com
Traffic Conversion Swipe File – Robert Dempsey - 49

50. Problogger.net
Traffic Conversion Swipe File – Robert Dempsey - 50

51. toprankblog.com
Traffic Conversion Swipe File – Robert Dempsey - 51

52. How To Use This Report
Wow, that was a ton of stuff. I hope you got many, many ideas of how you
can use each piece of this swipe file on your site.
What To Do With What You’ve Learned
Used strategically, you can use this to increase opt-ins and get more leads
that you can turn into sales.
The biggest lesson I can impart is that you don’t strictly copy these folks.
Instead visit their sites, and see how these pieces fit together. It isn’t only
one of them that makes it work, it’s the combination.
Nothing is ever as some people make it out to be.
And test. Test, test some more, and then test even more.
Test the color of the buttons on your email opt-in forms; try different text
on your offers; try different positioning of the various elements.
And always be you. I come to your site to learn from you, not someone I’m
already reading.
Where To Go For More
Take a moment and head on over to the Itinerant Entrepreneur’s Journal
and drop me a message. Let me know how you like this report, and what
you would like to know more about. I wrote this for you.
Traffic Conversion Swipe File – Robert Dempsey - 52

53. Final Thoughts
In parting I will say that this Content Conversion Swipe File will be of no
use to you if you don’t use what you’ve learned. And don’t expect overnight
results. Things take time to work so give them the time.
More importantly give yourself the time.
Choose one thing to test and stick with that for a few weeks. While that is
running change something else. Try and measure. Dump what doesn’t work
and stick with what does.
And always, always, be you.
Here’s to your success!
Sincerely,
Robert Dempsey, Entrepreneur
Traffic Conversion Swipe File – Robert Dempsey - 53