Most people that come to your website aren't there to buy. Chances are, they're not ready. Most likely, they don't even realize they need what you have to offer.

Instead of going straight for the sale, your primary goal should be to start generating new leads, then you nurture them over time (until they're ready to buy).

Only problem? The same old, boring "free newsletter" ain't gonna cut it. Your conversion rate, or the number of people signing up as leads, will only be as good as what you're offering them.

The highest conversions go to those companies that have the "most unique, differentiated offers."

Here's how to create one.