It will speak directly to your customers’ problems and show them how your solutions can alleviate the pains they are experiencing. It also can communicate the value you deliver and why you are better than other solutions. It will provide your prospects with additional content to help them make a buying decision. It presents prospects with real proof, from others like them, who have had success with your solution. It guides prospects and encourages them to interact with your site and nurtures them further down the sales funnel to a buying decision.