How are you helping customers find out about your business, what you offer and how you differ from the competition?

While many talk about Google and the importance of search engine optimization, there is something just as important that is frequently overlooked.

If your potential customers find your website and stop by for a visit, are you providing helpful, useful information for them to help make an informed decision? Or, are you just pushing at them what you want to sell?

The world has changed and the key is the quality of the content you are proving on your website for your visitors. This is key for two reasons.

First, attention spans are short and you only have a few seconds to grab their attention. The message they see should be about them and what they are needing or are looking for. It is about them and what problems they are facing. It is not about you and touting your business.

How are you helping customers – and not pushing at them?

Second, many websites are still using the old broadcast-style message that focuses on one message to all. However the web has fragmented audiences and you need to focus on how each individual is different and has different needs. The one size fits all message pushed in traditional sales language is no longer as effective.

People are tired of these broadcast type messages that interrupt them with a sales pitch. They are tuning these messages out. They want to learn and investigate for themselves what are the best options and they have at their fingertips the ability to search and compare for themselves. You goal is to be a part of their search. You may not win every time, but you want to be on the playing field when they are searching. And more than ever it is not what you are saying about yourself, it is what others are saying about you.

Research from CEB shows at customers are 57% through the buying decision before they want to talk to a sales person.