When I begin any website design, I start with the PICNIC frame of reference. It’s an acronym for Person In Chair Needs Interesting Content. Without interesting content the person in the chair will just click away, possibly never to return.
If you’re running a business site, that person in the chair is your customer. Whether I’m designing your site or you decide to have someone else do the work, make sure the person in the chair is your Number One priority.