The core purpose of a website is to help your customers answer the questions necessary to do business with you.
If your website is a series of answers to questions then the success of your site depends on what questions you answer--it's the questions and answers that show the customer you provide a service they're looking for, you're a good choice and that they should buy from you.
In general every customer has the following questions:
- Who are you?
- What do you offer?