When potential customers and their business are on the line, one thing is certain; you do not want to pass them up. You, as a business owner, want to capture them during that crucial discovery process. The key is funneling potential leads to your primary digital storefront, your website. But, getting leads to your website is half the battle, while the other half is making enough of an impression for them to make a return visit. This process can be done in a variety of different ways, through both ads and emails. Follow-up ads and emails that leads receive from a business after they visit a website is known as website remarketing. Website remarketing is especially important for e-commerce websites, or any business that takes purchases via an online store. Remarketing allows a business owner to reach out to visitors and offer an incentive that could possibly convert them into paying customers.