Most small business websites are static places that receive few visitors and are filled with content about the business – not about the customers or their stories, issues, benefits, etc. Also, most sites are designed to look good visually instead of being effective at communication – engaging and motivating visitors. And like most marketing tools, websites usually fail to answer the most important question to attract new customers – ‘Why should people do business with you versus your competitors?’ The answer to this question is central to a content program that should be developed before a website is designed. Such strategic content needs to be on your website, in your emails, on Facebook, etc.
Ultimately, a website should be a place that people want to visit and the site should convert a good percentage of visitors into customers.