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You are selling products where knowledge, practice and skill can improve a person's satisfaction.  You need educational content and video demonstrations. You are selling products where a complex decision is needed to make a purchase.   Again you need educational content and demonstrations. You are selling products that require some maintenance.   Yes EC and VD. A very similar business to yours is Braun.  They have a great website with lots of high quality, professionally-done  informative content with lots of videos.   I am a customer of theirs and their website has been very helpful.  I have gone there several times and will go there again in the future.  Check it out.    I bought their product twice because their website was so helpful.