Audio increases your sales. Point blank. Period.

Recent studies claim that audio can increase your sales up to 300%. Independent studies by Terry Telford, from The Business Professional, have shown sales increases of 163% on one website and 79% on another. Both tests were run over a 3 week period.

Regardless of your expectations for adding audio to your website, it won't hurt your response rate for whatever you are selling or giving away. In most cases it will increase it.

One possible reason for the increase in visitor response is the human factor. We're social animals and like to interact with each other on a personal basis. Audio on your website is similar to picking up the telephone and talking to the person "live.�

There's something about hearing another human's voice that instils a certain level of trust, even if it is a very small amount. It brings us that one little step closer to each other.

The next question in your mind should be, "How do I get audio on my website?�

You've got several choices; the majority are covered in The Definitive Audio Report. You can download the report for free from http://www.thebusinessprofessional.com/theaudioreport.htm

Very briefly, audio comes in two flavours. You've got the vanilla download or streaming strawberry.

The download version is very simple to configure. You upload your MP3 file onto your website and point a URL at it, like http://www.thebusinessprofessional.com/mp3files/webintro.mp3

When you click on the link, it automatically opens the audio player on your computer and you hear the recording.

The alternative to downloadable audio, is streaming. Streaming is useful if you want your visitors to listen to your audio without the ability or need to download it.

Setting up streaming audio is a bit more complex than the download version, but offers your audio a more secure environment since visitors can't download it.

To set up streaming audio, you need an MP3 file and software that can hide the actual location of your file. The software also needs to create Flash buttons for you so your visitors can push a button to listen to the audio.

The simplest software I've used to stream audio is Sonic Memo, from Jay Jennings. It takes all of 5 minutes to set up the software and then you can create unlimited streams on your website in 30 seconds flat.

You can get more information about Sonic Memo from the info sheet at http://www.thebusinessprofessional.com/sonic.htm

Whether you choose the download or streaming option to add audio to your website, the bottom line is the same. You add a touch of humanity to an otherwise cold computer screen and you increase your response rates. It's worth a listen.