I have everything laid out on what the recommendations are to improve the site, the SEO and how you might use some good old content marketing to bring in more customers and leverage your authority.
Have a look at this Youtube Channel. These guys sell to all the pros and retail. They have established total authority in their niche. This allows them to continue to push everything they want to their fans and it is all well received.
Their site is full of back end selling and each product has a great video that shows the proper use and the benefits.
Food for thought.