Connect with your target audience and give them a reason to choose you instead of your competitor.
If you were to line up your website with your top 2 - 3 competitors would you be able to quickly identify what makes your business unique from theirs?
Or does your site basically say the same thing as theirs?
Customers choose to do business with you because they have a problem, and they believe your product or service can solve it.
Craft a specific message that speaks directly to your customers' issues. When they see that you understand them and their challenge that capture their attention and get them to spend a little more time on your site.