WHY As of Janaury 2014 there are around 861,379,000 registered host names, by clearly stating WHY your website is important, it will differentiate you from the bunch.
This part can be a bit tricky. Sometimes we fall into explaining the technicalities of how it works and honestly... it can be a bit overwhelming for our average website visitor.
The secret is to share our attitude towards what we do with our website. (Think Apple's "Think Different")
WHAT ...and this it your product. Be it a website, a software or a hardware, your product is not just a product anymore... it is an ideal reinforce by WHY you do it and HOW you do it.