The first question asked by most online business owners is “how can I attract customers to my website? This is a valid inquiry, but it should be complemented by “how can I attract users to my website, even if they are not planning to buy at that particular moment”. Quality content is not only critical to achieve strong search engine rankings, but it is also pivotal in attracting users to your website even if they are not yet contemplating a purchase. Three excellent examples of companies that place a strong emphasis on providing value added content are Amazon.com, Threadless.com and Barrabes.com in Spain. Millions of users visit Amazon.com to read book reviews or browse lists created by other users, even if they are not specifically looking to buy anything at that particular moment. Users flock to Threadless.com in droves seeking inspiring t-shirt designs, arguably an art form in itself, even if they are not specifically looking to purchase a t-shirt at that particular moment. Barrabes.com is a point of reference for mountaineers, climbers, skiers and trekkers searching not only for products, but also for quality content relating to their hobby. Notice that the key phrase in each of these cases is that visitors might not be looking to shop “at that particular moment”. However, once your website becomes a preferred destination for a given subject, sales are likely to ensue.
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