How do you REALLY get leads leading to closed sales? Is it relationships, networking, SEO, digital advertising, conventional advertising, speaking and events or others? Be totally objective about it. Then develop your marketing to generate more of those kinds of opportunities.
If your message doesn’t directly tell or show what your product or service does and for whom it does it, don’t assume that your potential customers will just figure out that it’s for them. They couldn’t care, until you tell them why they should.