1. Don’t understand exactly what you’re offering.

2. They can’t understand the benefit they’ll get from it.

Always keep in mind the fact that each of your best prospects to your site has no idea who you are or what you’re offering. You know all about your business and you probably have a lot of your business explanations memorized. That’s why it’s easy to think that your prospects automatically know as much as you do about your products, services, or industry.

Most of your best prospects won’t even have a tiny fraction of the knowledge you have about your business so never assume they know more. Always talk to them like they’ve never even heard of your type of product, service, or industry. Your website should give the reader or prospect a complete education about your industry, products, and services. Your readers will love you and thank you for this education your website gives them. Your prospects will love you for this. You’ll have plenty of fresh new leads coming in from now on.