Some of the most sad and frustrated emails I get are from business owners who have invested money to get people to visit their websites. Often they have paid for search engine optimisation or Google AdWords and waited for the traffic to come—which is does, it just doesn’t always convert or deliver the result the business owner had hoped for.

Yes, there are ways to buy attention and get people to your website—a ton of tricks and tactics, but what happens then?

What will make them stay, never mind buy?
Why should they trust you?
How are you demonstrating that above all of the other businesses that they will visit online today, that you are the one to solve their problem?

A marketing strategy has to go beyond getting people to look in the window.
If visitors are walking away it means we haven’t given them a reason to stay.
They are looking for a reason. It’s our job to give it to them.

Image by Hamed Masoumi.