What does this website need to accomplish? Is it essentially an online business card? If so, it needs to create as much credibility as possible without hyperbole.

Who will be visiting trhe site? Why?

What do you hope to accomplish with this website?

What is your corporate culture/identity?

For example, Is your Business: Large or small, Formal or Informal, Professional: all business, Professional: having your personality be part of your image, Informal: personal interests, values, causes, are an important part of who you are and your business and you want them incorporated into your business identity.

What are your target market demographics? Who are you customers? Your audience?

Are there similar websites?