If you haven't heard of the Gunning Fog Index, it's a great tool for reviewing the readability of your website. More on the index can be found here. Essentially, it's a calculation that measures how easily your text can be read by a large segment of the population. A good score is around 12. This would be the equivalent of a twelfth grade reading level and thus a large segment of the population.
If you have suspicions that your website is not communicating your small business message effectively, this tool may help. Take the focus off of what you know and how you say it. Tailor your message to largest segment of readers, and you will, in effect, be reaching a larger audience.