You’ve got a Web site. That’s great. But are you preaching to the converted?

Many sites, including large corporate sites, are simply online brochures. They’re only effective as sales tools to people who know the products and have a current need for them. They miss out on sales because they won’t help out people who could become customers.

As Yahoo! Search Marketing Blog » The Three Biggest Mistakes in Search Marketing says, this approach: “… targets people who already know they need to buy something—folks who know that your product (or your competitor’s) solves their problem. What about the people who know they have a problem, but have no idea what to do about it? Do you have the kind of problem-solving content that those customers are looking for? If you do, figure that some of those people will appreciate the information and stick around to buy from you.”

Spend some time thinking about the motivations of your customers. What leads them to your products? What problems do they have?

You’ve got a chance to target many more people than you’re currently targeting, with a little thought, and some extra content.

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