A new company’s branding, design, tone, and personality all need to be aligned across every marketing channel and point to a newly-created website. Additionally, having your own website gives you a channel that you own to promote your content. High-quality, valuable content drives traffic and leads to you.

Just make sure that content is solving an existing problem or itch. “One way to validate that people are looking for solutions to their ‘problems’ is through keyword research,” says Nathan Gotch of Gotch SEO. “You can find the exact keywords your prospective customers are using with tools like UberSuggest or the Google Keyword Planner. You then need to create content around the keywords you find.”