In the beginning, websites were solely about the company and the products are services they provided. As the internet has evolved, a company focused websites have become less productive in increasing the conversion rate of visitors. The most important thing companies need to know today is who is their ideal client. Knowing who this client is can provide you a tremendous advantage in the marketplace for getting new clients. The advent of social media has made this knowledge even more imperative as potential clients have a number of ways to reach you outside of your main website.