During a neighborhood gathering I met a small business owner and after sharing our respective backgrounds, he proceeded to tell me his troubles with not having the time to keep his website current. Competitors were seemingly overwhelming his category online. He also disclosed that his offering requires a bit of an educational sales cycle and the industry category has had some mixed press.
As we talked, I learned that innovations in the product line have advanced the capabilities significantly, but awareness of those advancements were hardly common knowledge within the target audience. The good news was a significant demand in search volume and conversation on social networks about the problems his product offering solves.