All of the observations and recommendations above are very good and worth a try to upgrade the quality of viewer but you also have to address your overall public messaging and company persona so that it makes the consumer make a purchasing decision. There needs to be a NEED addressed and more emotional connection between your mission and the target. Use the delivery aspect as an additional distinction but not as the main attraction. Ask yourself, what is so special about this particular product that others will chose over the other products out there? What will this product do for my dog that is better? Also, some people don`t like mission statements but because this is also a personal story, a mission statement may help make the connection. If the site were in my hands I would revamp the look to include more human-dog interaction, a portion of the proceeds (when you are able) to go to rescue missions (until then some links would be good) a ROCKO Dog the Month feature and and a graphic and color palette revamp, just to name a few. Emotion is a very strong consumer driver, tap into it.