Back in the day, if you opened a shop on Main Street, everyone passing by would see it. You didn’t need a marketing plan—you just needed a sign, a solid handshake, and a little word-of-mouth from old Mr. Jenkins at the hardware store.

Now? The internet is not Mayberry.

If people are landing on your site from social media, a podcast, or an article you wrote elsewhere, they’re walking in with a certain level of awareness. If what they find doesn’t align with where they just came from, you lose them.