Marketing is a funnel. You put undifferentiated prospects into the top. Some of them hop out, unimpressed with what you have to offer. Others learn about you and your organization, hear from their peers, compare offerings, and eventually come out the bottom, as customers."
These insights come from Seth Godin's 2006 book "Small is the New Big - and 183 other riffs, rants, and remarkable business ideas," a compendium of Godin's blog postings and his thoughts about blogging.
For a brick and mortar store, the sales funnel requires marketing and advertising to get people to visit the store, and merchandising to ensure that prospects find the products or services that they need to solve their problem. A powerful in-store sales message is also needed to close the sale.
On the Internet, the same elements are required. You have to position your software attractively, describe it convincingly, and deliver your sales presentation to your prospects. When prospects visit your website, they need to find an intuitive interface that is easy to navigate. You need a persuasive sales message that explains the features and benefits that your software offers.
Too many software developers concentrate on creating a state-of-the-art website that is driven by the latest technology. You'll sell a lot more software with a simple website that delivers a powerful sales message.