How often do you update your website? I'm not talking about adding a blog post or publishing an article. How often do you make structural changes to your website? Your website is alive, and apart of a vibrant ecosystem. If you are not updating it quarterly, your website will atrophy and die.
The best time to initiate customer relationships is three years before they need you. Instead of competing for existing demand, build relationships so your customers call you first when they're ready to buy.