The most important online asset you have - your website
It's your storefront and as such it needs to be appealing. If your store front looks "dirty", unorganized or doesn't have what your visitors expect - they will leave and go to your competitors.
So first things first - define your target market. Next, make it easy for them to understand who you are, who you help and make it easy to navigate. Next test different content (such as stories, appeals etc) to increase success.
Once you are done with that - do it all over again. No amount of brilliant marketing can make up for a poor website.