If your company has a hard time explaining itself to your customers, try pitching to their needs instead.
In this age of programmatic ads, humans still crave humanity in marketing.
Low-tech card sorting exercises are still valuable in creating the most effective information architecture.
If you're going to offer the customer a reward of some type, consider re-framing that offer in another way and see which one converts at a higher rate.
If you want to optimize a page that doesn't have a clear metric for success, try getting data from a user survey.
For the vast majority of task oriented online marketing it all comes down to the button.
A single word can have a powerful effect on conversion.