What does a "successful" visit look like for each user profile?
In other words, if a user arrives at your website for the first time and all goes well, what is the best possible outcome?
We call this action a conversion and it may vary depending upon the nature of your services and the user profile itself.
If you're a professional services provider, a successful visit may conclude with the user filling out your inquiry/contact form to schedule a call.
If you sell products online, a successful visit may be an online checkout purchase.
If you're a not-for-profit, success may culminate in an online donation.
It's important to recognize that "cold traffic" – first-time visitors who were previously unfamiliar with your brand – are statistically unlikely convert on their first visit. (Even when you have done everything "right".)
In much the same way that a first date is unlikely to end with a successful marriage proposal, it's ideal to offer your users a series of increasingly larger commitments; beginning with something very simple.
Often, this takes the form of a "lead magnet"; something of value given in exchange for the user's name and email address, which allows you to then "nurture" the relationship over time.