With every website you should always consider what the customer wants. IT may be that your site is purely there to give information, if so you need to make sure that the information given is up to date, easy to read and also easy to find (not hidden within many pages on the site.) If your website is an ecommerce one and allows you to sell products and services, then you should ensure that the check out process is as easy as possible. You may wish to build a login area to allow customers to place an order to an existing address, track the order and possibly even amend the order within a certain time frame. Websites that also allow people to check out without creating a full account work well, as some people just want to place a quick order without creating an account with you at this time.