Websites are designed to encourage visitors to see value and take certain actions, i.e. click to another page or take advantage of an offer. When visitors take an action, they have been converted from a visitor into a an interested prospect, a subscriber, etc. This is the point at which customers begin to see value in your website and therefore your product or service offerings.
While traffic and click-throughs measure visits and page views, these metrics do not reflect quality or value. Value begins with repeat visitors, so the critical ingredient in your website’s value is content. To really drive value, your website must demonstrate that your product or services is worth the money, but also that you are trustworthy and will deliver as promised. Website content must offer visitors a reason to come back. Return visitors indicate the level of engagement of your audience.
The answer, then, is content. Meaningful content is king. To be effective, website content should be updated and refreshed continuously, extended with new pages consistently, and strategy linked to other sources both within and outside the site.