Take the Outside-In View, Not the Inside-Out View of Your Customers

If you are typical, a business using your website to generate ROI that hopes to do one or both of two things: (1) Sell product or service; or (2) Create business leads. By doing either or both, a business site should avoid the inside-out view. That is, not insuring the needs of customers are met by looking at your business as a business and your customers the same way.
The opposite view, the outside-in view is exploring your customers in terms of their goals, question marks in their minds, their online behavior, how they view your company and your products, and many other aspects. Ignoring theses truths of  your target market mind set of will make it easy for them to move on and spend their money elsewhere.