Where is the Focus?
Quite possibly the most overlooked aspect by web designers. Written content is what sells your business. Why is it so overlooked? Because it is time consuming and difficult to do, therefore, nobody wants to do it. Written content places a focus on your business and conveys the message you want to send.
This is where you need to grab your visitors and make something stick in their mind while they are narrowing their search for services or goods. Think about what makes you not like the others. This is where the focus should be.
Chances are your competitors are going to push price. Fine. That bodes well for you. If you offer the same services, use the same ingredients, build the same way, then a visitor will quite possibly search for a better price. Something needs to set you apart. You need to offer something your competitors don't.
However.....
The old saying,"You get what you pay for", is a basic concept consumers know about, and more times than not, will go for a middle ground. If it's too cheap, then it isn't quality. If it's too expensive, then it's a ripoff. Value for money, can be your focus. What are you giving for the price you are asking. What do you do better than the other guy for what they are charging.
Get to the point
Remember the "Where's Waldo" posters? It's where you had to find this popular character in a very busy picture. More times than not it would take quite some time to find Waldo. It was fun to look though.
It's not so fun to have to search a confusing, cluttered site for what you desire. Your biggest pitch should on the top of the home page in the initial viewport. In other words, when the home page loads, visitors should have something compelling to look at without navigating or even scrolling the page. Gotta hook 'em fast.