The aim of the doctoral dissertation is to reveal the model of website visitor traffic in the context of inbound marketing, thereby deepening the knowledge of consumer behavior and enriching the theory of digital marketing with new insights that allow us to look at the creation of business organization website visitor traffic from a new angle, from the perspective of inbound marketing. In order to achieve this goal, a detailed analysis of theoretical aspects of website traffic, inbound marketing, and user behavior was performed and a conceptual model of visitor traffic formation was formed. With the help of qualitative and quantitative research, the validation of the model was carried out by checking the hypothesized relations between the constructs of the model. The revealed model explains the formation of website traffic through the relationship of users with the organization when users are at different stages of making a purchase decision and experience a content deficit, and demonstrate preferences for different content forms, creators, consumption intensity and content delivery channels. The dissertation study contributed to a deeper understanding of inbount marketing and content marketing and supplemented these theories with knowledge related to the problem of the origin of content demand, the influence of the perceived value of content and the formation of expectation in relation to content, in the stage of content demand recognition. The proposed business organization website visitor traffic model has practical value and can be applied in the decision-making process of organizations in order to achieve more effective decisions in the context of inbound marketing.