If you have a hard time figuring out what the story is for your product/company, try writing some facebook ads for your product/company. That will give you an idea of how to succintly describe your business in a way that captures the attention of your audience.
Often we get caught up thinking about things in a dry all-encompassing summary. That can get way too clinical. You want something that tugs at someone’s interest. Or maybe their emotions. One specific benefit.
As you write your facebook ad, it will get your brain thinking about what will get my buyer’s attention. Then take that and start applying it to your overall strategy and message on your website. I might even suggest you write facebook ads before you have a website.