For me it was learning all about sales. I actually got a job selling industrial equipment specifically for this purpose. I learned that a good sales person is

For me it was learning all about sales. I actually got a job selling industrial equipment specifically for this purpose. I learned that a good sales person is an agent who advances the best interests of the buyer as well as the seller. I also had the epiphany that my ads and website are - essentially - salespeople, selling to exactly one visitor at a time. So if I can't sell without the website, I can't sell with the website. But once I can sell, and then once my website can sell in my stead, it's about getting the website in front of as many people as possible - just like a productive sales rep will make many phone calls per day. Just as a salesperson will tailor her approach based on the market or personality of the buyer, a good website should do so as well. Therefore, I have segmented mailing lists, different landing pages for different buyer types, and so forth. You may also find this comment I wrote about a year ago useful as well, https://news.ycombinator.com/item?id=13283234 https://news.ycombinator.com/item?id=13283234