If you want to meet someone in person, the easiest way to do it is to go to where they are.

So simple it almost goes without saying.

The same rule applies psychologically too. If you want to engage someone psychologically then you need to meet them where they are (psychologically).

For example, when people visit your website what kind of thing is going to be on their mind?

Are they likely to be thinking about a problem they have? Or are they likely to be exploring options for solving that problem? Or have they progressed as far as having decided on a solution and they're now trying to evaluate providers?

There's no single right answer for everyone.

I know from my website analytics and the searches that hit my site that most of my visitors are still thinking about problems or are trying to see what they can do to solve those problems.

That means I try to focus my site on having articles that explore my clients' main problems and give ideas on how they can solve those problems.

They're not interested (yet) in why my programs might be a better fit for them than their other options. We get to that later.

Your experience may be different though. If most of the people coming to your site have already decided what they want to do and are looking to evaluate suppliers then having lots of blog posts and how-to articles isn't going to interest them.

The same goes for almost any communication with clients. Meet them where they are. Start the conversation about topics that are on their mind and not about what you want to tell them or sell them.

A final hint: although I said there's no single right answer, 90% of the time your potential clients are focused on their problems or goals and are a long way off your solutions and products.