You need to create ridiculously good content – content that is useful, enjoyable and inspired.
If great content is the hero then banners are the villain.
Customers are usually very good at identifying their problems, not so much the solutions.
You might think your content and your design are amazing. But unless your potential customers agree you’re dead wrong. This is a tough principle to master, as it requires that we fully put our ego aside and we accept taking the risk that we are wrong.