The winning difference is always the business that educates its customer. Ask questions and find out what they need and want. It is truly all about them and how you can solve their situation or problem.
There are many ways to differentiate yourself from your competitor, but the foremost thing that will make you stand out is build yourself as an authority in what you do. That is done with quality content.
If you concentrate on delivering value when people arrive on your website (which they all do these days before they buy), then provide them with educational, tutorial-style content. The benefits are exponential. It attracts links, it brings traffic, it builds trust, and it improves your ranking in the search engines – all the while decreasing sales resistance.
Purely and simply, educate with simple, basic content, so that people clearly know what they need to know to do business with you.
Think of it this way: If your perfect customer calls you on the phone with money in hand with a problem or situation, and you have the solution…
What would you say?