Professional search engine optimizers understand that getting top
rankings in the search engines is only the beginning. In order to
be successful, those top rankings have to convert to additional
traffic to the site, and ultimately to traffic that converts to sales.

But what if the SEO achieves top results for you, yet your site
isn't designed in such a way to promote the actual sale. For
example, let's say that the site is confusing, and visitors simply give up and never make it to the order page. Or maybe there's no "call to action."

Some SEO's are beginning to make stipulations in the contract that state that they are not responsible for actually increasing sales unless they take on the responsibility of redesigning some areas of the site to make them more "sales friendly."