Let your customers know why they should explore your site
Because I asked them too? If you review the site, you'll see that I am not wasting funds to make anything flashy. Hopefully you'll have a few chuckles along the way.
Convince customers of your site's value to them
I am friendly, cheerful, like long walks at the beach, sunsets, cheap and easy. Wait, about my site? It's not being factored into the costs of my services? That's good right?