The goal of any website, at least if you want it to help your business, is to attract the right people. Who are the right people? They are the ones who are most likely to have a need or desire for your product or service. Many people still believe marketing is a numbers game and that if you just get enough traffic to your website, you'll be successful. Notice the emphasis on traffic. However, this idea has given way to a more targeted approach that attracts specific kinds of people and this is what we mean when we talk about the "Right People".
One of the best ways to do this is by having relevant content on your website. This is content (information) that is important to the people who are most likely to be interested in your product(s) or service(s). The information is important enough to them that they will seek it out and that is part of the process, known as organic searching, that will bring them to your site. No doubt you've heard of Google, Yahoo and Bing, which are the three most popular search engines on the internet. You've also probably heard of SEO (search engine optimization) and SEM (search engine marketing) and about now your eyes may be rolling back in your head, which is not my intention so I'll stop with all the jargon. The point is that these are terms that describe a process that brings a targeted group of people to your website and that's what you want.
As we've mentioned, organic searches, or the results of a Google search for example, will help more of the right people find your site, provided you have relevant content on it. If you're about to build a website for your company, you can probably see the importance of doing this, however, if your site is more than a few years old, organic searching may not have been taken into consideration when it was built. You should change that and we can help. Today, optimization of a website is pretty much automatic, in the past, not so much.
There are other strategies you can use to bring the right kinds of people to your site, like paid advertising and coordinated media campaigns. These may be useful to you and you should certainly consider them when putting together your overall marketing strategy, but start with site optimization to improve your organic search results.