Hard to address your specific case without the specifics! However, fumbling forward toward a doorway in the dark, this is what I think you should consider:

Talk to your customers (and non-customer visitors).

Partly, that means asking them for feedback. Ideally 1 person at a time by phone. Surveys are useful. But when someone feels that they're valued as an individual by a company that seeks out their opinion, then theyy will give it more freely and thoroughly. Ask what features of your system were initially unclear or off-putting. Find out which misgivings and misunderstandings remain.

Beyond that, I also think that a website itself ought to emulate that person-to-person conversational feel as much as possible. Maybe that means taking them on a tour of functionality as well as benefits. It isn't enough to have the information posted. We've all had teachers and tour guides who bored us to death or who didn't organize the material intelligibly. Is your website a bad guide or a boring teacher?

It's very important that your landing pages, your emails, your video sales pitches and tutorials – the entire branded package act as an engaging tour guide, a student's favorite instructor. The structure, content, tone, and pacing of your presentation really do make or break you.

So I'd recommend revising your content (whatever it is) and running A/B tests. By cycling through this process iteratively, you'll find out which versions of your funnel work best and which components are the weak links. Experimentation should bring up that conversion rate.

I can help in a few areas: branded copy writing, restructuring the verbiage and flow of information. Basically, I'd help you explain yourself accurately + artfully. Doesn't matter if it's technical. I'll explain the neutron life cycle in fission reactors to a kindergartner.

If you wanted a thorough overhaul and a battery of A/B testing, I have a colleague who is a copy writer and A/B testing specialist. He and/or I could look into your situation in more detail.

But keep things simple for starters. Might be able to identify a few problems and suggest some broad tips during a quick call.