The following is a transcription taken from Explode Your Practice.

Someone recently said to me, there are only two outcomes you want from your site: either A they buy a product or b they leave their email address. So, you want a newsletter plus a download. Give something of value. I am doing something new. I will give you about 10 different things for free passport membership. Little things like testers and tasters of other products. And they will sign up. And your version will be the newsletter sign up. So that’s critical.