Struggling to create a strong value proposition

Stakeholder Engagement and Consultation Management | Tractivity

I'd absolutely love some advice on the best way to create a strong (and unique) value proposition for my company website. We're only a small software company based out of the UK, and up until recently haven't had all that much competition. In the past couple of years a couple of other businesses have entered the market and now our proposition feels a little lost. The most important thing for me will be to differentiate ourselves and carve out our own space in the market.

Here is a link to our website - https://www.tractivity.co.uk/

I'd like to know if anyone has any good resources on positioning, especially for software companies, and whether they have any advice for copywriting on the home page and the stakeholder engagement page. We have started to see an increase in organic search traffic over the past few months, but I feel like we've then not put enough attention on writing copy the users.

Anyway, any and all advice is absolutely welcome and if anyone has any questions to ask then I will be able to answer as quickly as possible.