Those that will:
These websites are well thought out, well put together and have clear path and direction to the goals. These are the websites that perform well in search but more importantly are gaining in sales revenue either through quality lead generation or direct sales. Here are is an example:
This site will because it's got several ways for people to find products - images & product list. It is quick to get from the home page to check out and it doesn't overwhelm visitors with a lot of information on the front page that isn't necessary to get people to what they want - products.
Those that won't:
Websites that won't are those that have the ability to convert but in their current state they are not working. It doesn't mean they can't be improved, they just won't be producing sales currently. Websites that are heavy with flash, completely ignoring the growing mobile web market are perfect examples. Another example is this one that I was asked to evaluate this morning:
Set aside the fact that the owners of this site managed to take a very exciting sport and make it blah, but the design doesn't do anything to make me want to purchase tickets from them. No trust, unprofessional, etc. But some changes and this website could do a much better job of converting.
Those that can't:
Maybe it's better said as "never will." There are many websites that are put out by multi-level marketing companies, affiliate generated websites or franchisors who won't let their franchisees make improvements. If you've got a website that was provide for you by a parent company that was designed to promote the parent company (not you as a rep of that company) then let me just state it plainly - it won't happen. Those companies (top level affiliates, marketers etc) have no interest in your online success other than you giving them money monthly. They aren't providing you with the opportunity to optimize for conversions, search friendliness or anything else. And I'm sure, if you're in this boat, you've already figured that out.
Okay so this post ends on a sour note, maybe it should have been written upside down. That being said I hope that you, dear reader, will get some gems you can use. If you have questions please post them below or email me personally - I'm happy to help!