Most websites are set up for prospects near the end of the sales cycle. They're focused on driving prospects to "contact" the company in some way (demo, trial, consultation, etc.). But, not everyone that comes to your site is ready to jump actively into the sales process. They just want more information about their problem and possible solutions. They want to self-educate so that when they do end up talking to a salesperson, they can feel more confident about what is going on.
If you're not providing content that's aligned with all the stages prospects go through to make a purchasing decision, you're limiting your opportunities and opening the door for your competitors to snatch up good potential customers.
Read more to see an example of how to align your website content with each stage of the sales cycle.