What is the secret ingredient your competitors have that you don’t have?

I have some guesses we can start with.

1. You found them, on google.
2. They look good, everything is in order. Legitimate.
3. They likely run marketing campaigns focused on launching new products or services.

Some hard questions to ask, as a business owner, creator of your own destiny.

What does my online image say about my business?

How are my customers received on the phone, website, via email and social media?

How well informed is the customer about my business and what it can do for them?

In order to gain an accurate perspective we have to forget everything we know and look at the offering with fresh eyes, or find a group of willing people to ask a bunch of questions. Get that feedback and execute the changes like you mean business.