We would like to congratulate you on a monumental step in the evolution of your business. Sounds a bit hyperbolic, but it is true. Your business will never be the same again. You are about to build a portal, literally and figuratively, that any person with a connection can use to visit your business. So, here are a few 'Must-follow' principals from which you should never stray.
The most important thing you will do is displaying your business' information. This includes address, phone. and hours of operation. Always make sure it is in the top half of your first page. Displaying it in the footer along with social media icons or on a contact page is great, but always in "addition to" not "instead of" the top half of first page. Most people that visit your website are going to be familiar with your business and are trying to remember where you are, what your hours are, or your number...make them happy. Make it easy.
The next largest group of visitors will come from "blind interest" searches. Meaning, your business matched a particular keyword or algorithm enough that Google decided you a relevant fit. Looks like you got yourself a date. Well, a blind date with an extremely picky guy/gal. On average they will spend an astonishing 3 seconds deciding if you are worth their time. Our genius advice - look your best when you open the door. If you are a brewery prominently display a feature that shows a delicious frothy IPA, not a secondary or tertiary part of your business, like say...a brewery tour. Save that for further down the page. Never neglect, or take for granted, that which makes your business a success, especially while trying to foster another segment. Know your bread & butter.
Another group of periodic visitors will be your competition. Here at Whipstitch we troll our competitors with public videos about how much better and faster we are...it's all true, but we are devious. You should be better to your peers than we are. When viewing your site they should leave wanting to emulate you and what you are doing, not just beat you. It's a great feeling when a peer sees you at an industry event and complements you on your accomplishments and inquires about your website and it's impact. Take that moment to set them astray. Lie to them. Good luck.