...Start talking about the problems you solve.
I have a client who has created a really nifty product. I've been interviewing her initial customers and have been amazed and delighted at stories her customers are telling me. I'm hearing how this product solves a problem like no other product on the market. Her customers are practically delivering this product's positioning and messaging strategies on a silver platter. Three separate market niches have become very clear.
None of this is reflected in the website copy. It's all about the product, not the problem this product solves.
Think about the last time you used Google to search for information or an answer: After Google delivered 30 million search results, you started going through them sequentially, spending a few seconds on each website. If you didn't find the answer in those first few seconds you hit the Back button and went on to the next one.
Today people will not spend time trying to figure out if your product will solve their problem. You have to tell them.
Use those precious first few sentences on your website to talk about the problem your product solves.