I can't tell you how many businesses I talk to when I ask what they want in a website and they say, "I just want something that works." My design style is light, edit-friendly, and mobile optimized so I can show you....it just works.
The most important task is defining the business goals for your website. What image are you trying to portray to your visitors? What audience are you trying to target?
You can't have a website with no content. Content is images, icons, logos, and design palettes like color schemes and catch phrases.
Viewers come to your site to get more information. What you display is important for catching customers and creating a clear brand image. Good information is most important: what you good, your background, services you offer.