Pretend for a moment you're not part of your company, instead, you're an anonymous member of your target market. Now look at your business and your competitors. Be objective. Given all the choices you have to purchase from, would you give your hard earned money to your business? Why?
If so, is that very reason clear when a prospect visits your website, reads your advertising or visits your place of business? If not, you have some work to do. And now you know where to start.