The biggest point is that your site must work with your overall marketing plan. Everything you do outside of your website should be reflected in your site, that is, the marketing tone and your aesthetic.
A website beyond all the shiny bits, is really a marketing tool. Think about what you want your website to do for you, set yourself some goals. Do you want your website to drive traffic to your store? Do you want people to call you and book an appointment? Maybe you want people to buy your products, right from the online store? Either way, having a clear goal helps you build a website which will funnel people towards your desired goals. This can be the biggest difference between having a site that returns on your investment, or one that doesn’t. In many ways, deciding on your goals is the most important consideration, and it should permeate all aspects of the new site.
The purpose of a website varies by the type of business you have and what you want the website to do. For the most part, a website will act as the hub for your online marketing, a brochure, a store, a modern phonebook, and a tool to convert visitors into customers. The choice is yours!