There are many, many, good entrepreneurs with good businesses who have a website with only a homepage. If you’re one of them, maybe you haven’t put much effort into marketing promotion. (You might say, “We’ve done zero marketing!”)
Or you might have hired some marketing firms in the past—SEM, publicity, social media, etc.—but you haven’t invested in your own website beyond a homepage yet.
Meanwhile, as you build up your lead pipeline, or your past customers are referring you, your prospective customers are asking:
What product or service do you offer? Is it for me?
What proof do you have that your product or service works?
Why should I give you a shot? Who are you and your team?
What services are you capable of? Which do you want to highlight?
What’s the ballpark price I can expect to pay?
What’s a good reason I should trust you? What can you teach me that I don’t know already?
These questions are on your customer’s mind, and phone calls are not a scalable solution. Media—in the form of blog posts, whitepapers, videos, podcasts, articles, etc.—are. They’re most effective when they’re organized in one place, in a section of your website like a blog or resource center. You could organize it into a book as well.
If you’ve done publicity and social media and podcasts here and there, taking a couple of hours to collect them all and list them out at your website (or republishing there) is worth it.
(I recently initiated a foundational content project for Obello, which I discuss more here.)