When someone sees a visual representation of your business they consciously and subconsciously are making a determination on whether or not you fit their needs.
Have you ever been on a website where the product pictures are terrible, dark images with obscure things in the background? Yea me too.
How about the website where there is just a huge page of writing and you have to really search for what you are looking for, that’s if you stuck around long enough to find it?
What I have learnt to be the biggest mistake is the "website business card", the website where it's a pretty page with contact details and a little blurb about the company and that’s it!
Not optimizing your websites productivity is just wasted real estate.
Creating a website that brings true value to your visitor is so important, that can be done with blog posts like this, or a good quality newsletter that does not turn into constant sales spam.
Yes of course we want to sell to our potential customers but there is a balance.
So how do you overcome the outdated website business card,
what makes a good website?
Make sure that you speak directly to your target market, the avatar of “your person” and let them know exactly what you offer. Im sure you have heard this before but when you speak to everyone you speak to no-one. 
Have a call to action (lead magnet) that will bring value to your potential customer, this does two things; one, it gives you their email address so you continue to bring value to them and two it starts to build trust for what we hope to be a fruitful relationship. 
Having valuable content such as infographics and videos that serve your audience which in return will help with SEO.This is a great place to start for your website, you can build upon these simple features and move away from the basic website that is just an elaborate yellow pages listing. (I think I just revealed my age with that example)
Your website should be converting prospects into customers, making sales for you and making you money.
Your homepage says it all.
