Learn from your competitors
Identifying your competition, analysing what they are trying to achieve with their website, where they are succeeding and where they are failing, can be a great way of getting ideas and looking at different ways to compete online. Take the keywords you have identified for your website and pop them into Google. The resulting sites are your online competition.
What are they doing well, and how easy would it be for you to improve on those things ? A thorough analysis of your online completion can reveal a lot, not just about them and what they offer online, but about the direction you choose to take with your website in order to compete effectively