Setting you above and beyond in your target market.
Unless you are the only one offering XYZ, you're most likely finding yourself in a competition that seems to become tougher by the day. There's always something more, bigger, better, cheaper.
And the evolution of the fellow customer's behaviour is not really helpful. Actually, one could argue that this is the result of the marketeers' efforts. But that's like the old 'chicken & egg' question. However, it seems out of control.
In theme parks and retail stores*** it's long known as 'Customer Experience', and since a while it has gotten hold of the Interwebs as 'User Experience', in short 'UX'.
Good, that's our chance. Together we shall manage to give your website visitors a.k.a. users a truly positive experience. What exactly this means depends on industry, target market and other factors. But we'll figure it out and make it happen.