Web Content

Your website should be the source of knowledge for customers searching the web for solutions. If a competitor or even Wikipedia page about your brand ranks higher than your own website, how will people unfamiliar with your brand find you?

Levels of Engagement

On your homepage, the language should speak to every potential buyer. With a clear definition of what your brand is and enough intrigue to keep them clicking, friendly first-level content will reduce your bounce rate. The rest of your site should be structured like a choose-your-own-adventure novel. 

In a retail store, designers consider the customer journey and provide multiple paths that one could take based on their interests. Your website is the same idea: multiple concurrent customer journeys that take them to check out (or contact, or email signup, or other conversion).