Everyone is different- they all have different tastes, different ideas of what they want and like and different ways of working. Many websites out there do not recognise this, and therefore they appear to be a simple catalogue of products which makes it very difficult for the customer to decide why they should buy from that particular company.
The internet is a double edged sword. When you have a website you are accessible to people the world over meaning that you can sell to people you would not normally be able to reach. However, this also means that the world you are in is much more competitive, and many businesses can compete out there at relatively low cost. So, how do you make sure that you stand out from the crowd?