All businesses should have some sort of USP (Unique Selling Point). This may be a product that you offer that is patented meaning no one else has the rights to copy and sell it, or you may be the UK’s only authorised seller. For some businesses, their USP can be something like all their products are handmade or made locally. This may not be 100% unique but is often a reason to push their brand over their competition, if this is something they do not do.
When looking at your website you need to ensure that it confidently states your USP in a number of different ways. People need to be given a reason to buy from you over and above other competitors on the market.
It may be that you show the process of how your product is made or have clear testimonials and reviews which state the quality and time that have gone into the product to make it special. If you offer personalised gifts then you should make a point of saying why it is nice to give personalised gifts.
Always review your site from time to time to ensure that your USP is still obvious and not become hidden in with other elements of the website.