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If you’re a marketer or business owner, the chances are that you have at least one company website that you either played a part in creating or have a role in maintaining.

Website owners are fully justified in seeing their web presence as an unparalleled vehicle for increasing awareness of their business products and services. And many have taken things a stage further by harnessing the power of the Web to drive highly targeted traffic to their website with the aim of doing business directly on-line - such as through a checkout payment system.

Conducting e-business (or e-commerce) has long been touted by all and sundry as ‘the future’ and, indeed there’s a mountain of evidence around to support this. But if it was really that straightforward, how is it that the vast majority of websites that set out to with clear goals, a solid strategy, a terrific website and decent levels of traffic don’t get that all-important metric - conversions?

Ask yourself whether your website content is focused on your customers’ (or prospects’) needs, wants and desires or is it more a case of a page full of words? Or put another way, have you considered how vital it is to build ‘motivated’ traffic by furnishing your site with high-value, benefit-oriented content to focus attention on and maintain interest in your company’s offerings.

Want to read more? See the full article: ‘Why website traffic alone won’t create customers’.