Business is war. Any serious entrepreneur will tell you so. But businesses with online presences face especially difficult battles because of how easy it is for potential customers to choose competitors’ businesses over their own.

The Internet has made it easier for prospects to find your business, but it’s also made it easier to leave it. Gone are the days when customers had to visit brick-and-mortar establishments and make decisions to do business on-the-spot. Also absent are the business owners, sales people and other representatives that could sway a fence-sitting prospect to the other side with a little charm.

A business website speaks for you and everyone associated it. Though real people aren’t there to greet your prospects when they visit, your landing page can say exactly what you and your employees can’t.