Your website is a direct reflection of you and your business. It needs to do its job in terms of making sure you are a well presented, viable option for people who might want to buy items from you and convert into becoming one of your customers. One of the main ways to communicate your message clearly is to use the right copy.
Copy describes, sells and explains, making sure your customer knows exactly what you are about and how you are going to be able to help them. You should consider your copy carefully and decide on your key messages. Will you emphasise your customer service skills? Is there something unique about your products that your customers really need to know? Will you be able to give them better prices than competitors? Whatever it might be, make sure it is clearly communicated to help you with your marketing and achieve sales.