I always think why people want a website for their business? What they really want from their website?  People won’t be interest in browsing through a website that does not contain what they want? So it is important we need to apply according to the customers interest in a website that will helps for the business success.
The success of an online business depends upon the competition and also how unique you are.Outside competition always will be more,There will be hundreds of other websites selling the same products as yours.The website plays an important role in how your business stands out.
What people want in a website is that it can provide a clear-cut picture of what it offers. What you can do is  provide general information on your products / services, then add links that goes straight to your products web page. The information that you provide people has a big influence in their buying decision.