A decade ago, your company website might have been a kind of digital brochure with some basic contact information.
The problem is that creating a great web experience is easy in theory but difficult in practice, if only because there's so much that can be done.
So, how do you tailor your content to fit specific needs?
Standard demographic data doesn't cut it anymore, says Justin Gray, CEO of LeadMD, a marketing technology company based in Scottsdale, Ariz. Why?
Instead, you should be building example profiles of people who influence or make decisions about what you're selling.
Marketers call these "buyer personas," and they can be enormously helpful in persuading potential customers to choose you over a competitor.