Generally, we tend to think that the customer comes to our site only in the decision phase and its when he finally decide whether or not buy, so we should focus on offering information on why our product is better and that's all. Actually the client goes through various stages.
While it is true that there were times when this was true, now these assumptions are not meet. Not only do the customers look to buy online, but they also seek to identify their problems and see what ways are to solve them, before choosing a product. The modern client gets its information from internet and then decides before contacting anyone. Therefore, it should not be asumed that the customer will visit only when they are ready to choose our product, but also when trying to identify a problem or see what kind of solutions are the best for his problem. Therefore, we must have a respectable amount of content for all phases of the consumer's travel.
As we mentioned earlier, before the customer decides to shop to, he learns the characteristics of his problem and then sees what alternatives has at a solution level (not at company offering a product level). This is best understood with an example:
A customer is afraid that the computers of his company suffer harm arising from the poor quality of power lines in the area where his company is located. First, he will be informing itself about such damages and the severity of them, to learn later about what alternatives he haves to cover these damages. He can hire a insurance, save an amount each month, purchase equipment that protects from such damages etc... Decide on such alternatives is not at all a simple matter and it is often forgotten. Nor is it easy to discover what is the real and dangerous nature of the problem. Later, the customer decides between insurance brokerages if opted for the insurance option, but maybe he never get there if another convinced him better to hire certain equipment. Therein lies the importance of covering each and every phase of product purchase.