Imagine a person pulls up Google and types in a search term that relates to your website. Imagine now your site ranks pretty well. They click your link and are presented with content that is informative but is too technical, boring and about one hundred words and does not end with a call to action, next steps or any attempt to inspire the potential customer to dig deeper or contact you.

Now imagine that same person comes back and visits again a couple of weeks later, and there is nothing new. An opportunity was missed to grow your companies authority as an expert and possibly make a sale.