Nothing in this life is certain, except death and taxes (unless you live in California).
When you look at your company, you already know why you’re the best. You know about your unique selling point, you know why people should choose you.
But when a visitor comes to your website, they come there without any of that knowledge. You need to make it clear to them from the outset, not just what you offer – but why it will work for them.
You have to take on their perspective of your business before you can convert them to yours.