What is your niche? What is it about you and your method of doing business that is special? Whatever that is, it is worthy of your focus.
Bakers and candle stick makers, plumbers, auto repair, dentists, gas stations, grocery stores, department stores all have one thing in common--there are a lot of them in pretty much every town around the land. Are they all the same? Absolutely not. Each one is different. Each is run using people and people are different. And, that is good.
In order to stand out from the crowd of other like businesses, you would do well to focus on what it is that makes you different. I would even recommend that you put so much energy into that that you make that difference dramatic and strong. Don't try to please everyone. It is an impossible task. Please yourself first and be the unique business that you really want to be. Promote that everywhere you go. Promote that especially on your website. One of the best things about a website is that it works better with a personality--even a strong personality.
Think about what is special about your business. Why did you start it? What are you trying to achieve with it? What methods are you using that other people are not? Do you have a unique approach to how you treat your customers? Do you have unique products? Do you make your own products? What about your services sets you apart? What do your customers say about you? Do you have a lot of repeat and referral business? Determine what is unique about you, your business, your products and/or your services and write all that down. Choose the most unique things to market. Build your website around telling the world about your uniqueness. This is your chance to tell the world. Work it. Improve it. Focus it.
The more unique you can represent yourself, the better will be the response over time. It is your sales tool. Use it and have fun. You've been wanting to all your life. Now's the time. Go for it.