The top on my list are web navigation, page speed, and content.
For starters take a look at those areas. Make sure that an average visitor can easily find certain pages in your site. Also, it should load seconds on the average. People will leave your site if it loads to slow. Lastly, make sure you have the content people are looking for. Don't make click bait titles as this will only cause a high bounce rate (bounce visits), which is not good at all.
It's always a challenge to promote your brand to people out there, especially the big companies. A very good PR, IMO, can draw interest from potential clients. But then you have to present yourself in a way that you really do know what you are doing. And then you walk the talk. A good tracking record can say a lot about you and what you can do. PRs are usually good in communicating, but then it's rare to find those that can walk the talk. Ah oh, I think, at the other end, there should be a good customer service as well, just in case things don't work out the way as expected and vice versa.