What matters most to your potential customers? The way of presenting your website should clearly communicate the users that this is the place they were looking for! Always strike those parts of your website where your customers want to be to or what appeals them the most. The most important part of the process is images and copy. Research well about the exact expectations of your users, or questions they are asking. Once these are identified, you can continue working on the presentation that emphasizes these with color, design, and text.