If a potential customer has dived into your site, and is on the detail page for one of your products and/or services, you can take this opportunity to educate the customer. It's still important to remember that people tend to not read walls of text, and it's important to break up your content with headings and bullet lists.
Start with a high level summary of the product/service.
Highlight a couple features in a bullet list to make the information easy to read.
Delve into some of the finer details farther down the page.
Try to answer common questions so your customers feel they can familiarize themselves with your business offerings before having to pick up the phone.
Good pictures are well worth the investment
A picture is worth a thousand words, especially if you provide a product or service with an aesthetic aspect to it. While stock photography is quick and easy, it can be impersonal.
Having good photographs specifically for your business can help you seem more genuine.
Local freelance photagraphers can help make sure your images are professional quality.
This will go a long way in differentiating you from your competitors.
End with a personal message
Sometimes it can help to have a personalized message at the bottom of your product pages which helps to humanize your business. Talk about how long you have been in business, and encourage the user to read your About page to learn more about your company.