I totally agree with @leslie-preston, your website which is like your front store is very basic, you are 35 years old company, there must be a lot of stuff to talk about, the product itself, how do you manufacture it, why it is better than others? website content is king, your customers have 10 seconds to decide whether your product is for them or not before they hit the back button and look elsewhere, right now I bet the bounce rate (hitting the back button rate) may be pretty high on your website.
I checked some competitors of yours, mainly in China, and here is one, make sure to copy and paste and remove the space between the dot and com https://www.amdwebbing. com/
Their site is very appealing, you can see how they structured it, they start with 6 reasons why you should choose them (very smart start), then they list what they offer with very nice appealing pictures that let you stay on the page longer (which is good for google), they show colors, banners, brands they made …. you have been in business for 35 years, you must have things more than them, why don’t you show them? why not buy products from China and make videos yourself or someone in your company explaining the difference, why yours is better?
People will pay a higher price for a better product so focusing on your lower prices is not going to help.
You need to study your competitors, find a weakness they have that your products do not have, and the fact that you offer solutions for your competitor’s weakness.
I will start with your website, it needs a complete overhaul, you have to show tons of content, put FAQ page, put some news and why is that and why is that, change the pictures to better quality ones, focus on having your website SEO friendly. Your website is the main focus at this stage, make the shopping on a different page, keep the home page about your products, why they are better, what do you do, and so on, then add a shopping link where your customers can buy.
Work on new videos, post them on youtube, and add them to your site.