Your website is your shop-front, and the first place any interested stakeholder (customer, prospect, public) will turn to find out more about who you are and what you stand for.  From a design perspective, ensure your website mirrors the design, fonts and colour scheme you use elsewhere in your marketing collateral (your website needs to be instantly recognisable as belonging to you), and then infuse the content with your brand identity and personality.  If your business is all about the personal approach, include photos of your team so that your customers know who they are talking to.  Tell site visitors the story of your company – how it came to be, the journey you have taken to get where you are today, and where you want the ultimate destination to be.  Share your vision.