What business are you really in? Sell the end result, not the product.
The most missing element on the web is the human element. For example, if your site is about dog training, don’t put up photos of dogs. Dog training is not about the dog. It’s about a confident owner who’s in command.
Source real photos – not clipart junk – from iStockPhoto.com that show a happy person with a dog obeying them. Think contrast like small person, big dog, with the human in total control. Now THAT’S what you’re trying to sell.