1. Be clear about the benefits of your product. It's so easy to talk about features, but if you can translate those features into real benefits for your users then you're words will be more effective.
2. Continue the conversation from whatever source brought them to the site. Ensure that you are matching the message that brought them to the site. E.g. If I click on something that says, "Free Painting Tutorials" I don't want to land on a page selling artist materials.
3. Understand who your users are and what motivates them. This will help you know why your users like or dislike parts of your website and services. Qualitative research (surveys + user testing) will help you to gather this info.
4. Answer objections. Once you know who your target users are create content to answer all the objections they may have.
5. Have a clear funnel for your website visitors to follow towards a conversion goal.
a. Find pages with high exit rates in that funnel.
b. Run user tests to figure out what their objections are and why they might leave the site.
c. Tweak the content and copy based on research.
d. Run tests, or simply monitor results, to see if things improvement.
If you'd like advice specifically tailored to your website I'd be happy to help. - https://clarity.fm/domlinder