The first result is Trip Advisor, but having no time to read and compare descriptions and reviews, he leaves the page. Clicking on the second result lands on the page of a renowned restaurant, whose website shows a photo of the building from the outside followed by the history of the place. But James is hungry, and a photo of a building and a celebratory text fail to catch his attention.
Discouraged but even more hungry, he returns to Google and clicks on the third result, “Mario's”. This time beautiful photos of sandwiches, hamburgers and other take-away dishes are presented to him. Increasingly interested, he interacts with the site, learning that food can be pre-ordered via the web and that the restaurant is located 10 minutes from him. Suddenly a 15% discount appears. Now James is really determined and places the order.
Mary, James's colleague, a vegetarian, who usually eats in the restaurant that appears in the second Google result, wants to have lunch with him. Fortunately, the Da Pippo restaurant website is well designed, which made James immediately notice the presence of vegan options. So Mary too can proceed with the purchase of her lunch.
Mario's has gained two customers, while the other restaurant has lost a regular customer and a potential customer.
This scenario is repeated for every minute, every hour, every day for all the potential customers of the two competitors.
If you don't know how to intercept potential customers, they will turn to the competition.
Choosing whether to take on the role of the first restaurant that loses everything or Mario's that exponentially increases its earnings is entirely up to you.