Until recently, customers seeking business solutions had to ask suppliers for guidance early in the purchasing process, because crucial information wasn't available anywhere else.
But today customers are better informed than ever before. By the time they approach suppliers, they generally have a clear idea of the problem they need to solve, the solutions that are available, and the price they're willing to pay.
In this world, process-driven sales machine approaches fall, short, because they give sales reps no room to experience judgment and creativity in dealing with highly knowledgeable customers.
They leave reps with little to do but compete on price. HARVARD BUSINESS REVIEW
The information on your website should help visitors understand your brand and provide value. Customers like a website that is easy to navigate and understand. If it’s difficult to find your products or services, or the ordering process is cumbersome, customers become frustrated and abandon their purchase.
You should be providing unique content, so don’t outsource. Keep your content creators close to home: either within the company or utilize an agency that knows you well. Make sure to communicate regularly with the team creating content.