The purpose:

Your website needs a purpose:

What is it?

• to raise local interest?
  
• to raise national interest?
  
• to raise international interest?
  
• to compete with other businesses?

OR:

• to communicate with existing cusomers?
  
• to attract new customers?
  
• to facilitate e-commerce?
  
• to join an internet marketplace?

Whatever the reason,

• identify what you need to do
  
• why customers should come to you

and make your site better - easier and clearer - than the competition.