A hosting consumer, before purchasing, wants to be aware of the company and its services. He goes through the reviews of the existing customers and researches the status quo of the company. Most hosting customers are unaware of their website needs or requirements. They compare hosting providers’ various resources and choose the company with good market credentials. But that is purely an emotional decision.

As the customer uses the services, issues or problems start creeping up. That may be due to a mismatch between what is offered and what is required. The entire logic fails, and customers start complaining about the services. The customer’s needs change with time; he may find new opportunities and wish to scale his hosting plan or be willing to take an upgrade. The customer remains loyal and renews its subscription until the hosting plans satisfy the needs. The hosting provider provides engaging, longer, and narrative content in which consumers invest more time. The consumer remains tied to the services till he cares for the provider or doesn’t find a good new one. Emotions only matter for now, as business values are more important.

The hosting customer trying to switch comes to an evaluation stage where logically compares the two providers, and sometimes its emotions ramp up, and the customer decides to stay with the existing one. Evaluation state is like a roller coaster ride between emotions and logic.

The hosting companies targeting such dissatisfied customers create much of the content to provide support related to the issues. With experience, such companies are aware of customers’ problems, which helps them convert buyers into happy customers. Their research team continuously searches for the problems and the solutions and then builds marketing content around them. A customer-facing issue might be willing to pay an equal or more excellent price for the value. Compare Liquidweb with WordPress.com; the greater the value relative to the price, the more likely people will buy.