The web designer for friendly, cozy, neighborhood stores. Make the website fun. Paint the picture of the prospect enjoying the real benefits on your main page. Make the benefit real to them. Logic is how buyers justify doing what they WANT to do.
All buys are emotional.
Appeal to the emotions instead of logic, and you'll sell more. The more emotional the appeal, the more you'll sell. No, you sell turnaround time, you sell a guarantee that they won't be disappointed, you sell the thing that make you different from all the other toner companies, and some benefit that overcomes the biggest hassle with toner, whatever that may be. It may also be time and aggravation, all kinds of negative awful things that distract them from their main goal. Don't give anything away without getting something in exchange, even if its just a promise.