Get into the details about what exactly it is you're trying to do for your clients. Think beyond the obvious of what products and/or services you provide.

What kind of problems and fears are you trying to resolve for your clients? What emotional state do you want to help them achieve, or escape?

Why did you get into this business in the first place? Did you have an experience or see a gap in the market? Tell your visitors the story of what you've accomplished and how you've helped people since you started.

This is a good place to get personal and connect with your potential customers.