I had to pick this up from Newt Barrett’s “Content Marketing Today” blog. He just put it so well…
Your website can be both different and better than a store in a mall or tradeshow booth. Your visitors are both pre-qualified and ready to buy. Moreover, they are predisposed to believe that you can help them. Why?
The vast majority of visitors to your website arrive as the result a search for information that is important to them right now. They have typed in keywords or phrases that pull up your website and enticed them to visit. When they come to your site, they begin with the assumption that your site and your organization may well have answers to their problems.
Get the rest of the article here.