These customers are better informed. Compared to someone who picked a search engine result, they are more likely to appreciate your distinctive approach. They will have reasonable, appropriate expectations.
After all, if they didn't like what they read, they would have sought out someone else to do business with.
Given a choice between a prospective client who'd read 30+ pages on my website and one recommended to me by their friend, I'll take the former. The odds are greater that we both will have a smooth, satisfying business relationship.
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