I often speak with people who want a website, but have only vague ideas of what to publish on the site.  One mistake many individuals and small business owners make is thinking they are just selling a product or service.  In many sole proprietor and small business situations it is the people behind the products and services that make a difference. 

Another common mistake is focusing only on describing the product or service.  A more successful approach explains how your products and services address customer needs.  So, be prepared to talk about yourself, your employees and your business.  And think about what would make you buy your product or service. 

Here are some other ideas to get you thinking.

A professional biography / resume.

Because of your experience and the people you've worked for and with you are likely well known and well respected in your local area.  However, to expand that level of comfort to those outside your current sphere of influence it will be extremely useful to publish some listings of accomplishments, places you've worked, and situations you've handled.

Testimonials would be excellent.

Sometimes they might be tough to get, but you should consider soliciting testimonials from other industry professionals such as former coworkers, former business associates, former (and current) clients, friends, etc.  Business testimonials should ideally describe your superior handling of a situation or project that highlights the many reasons why your skills will more highly leverage the prospects and potential of future projects and opportunities.  Make a list of particular types of skills and then list possible people who might provide a good testimonial.  Remember that a true testimonial is unedited, except possibly for grammar and spelling, so that it is always the actual words of the person providing it, not some third party copywriter.

Products and Services explanations would be in order.

It would be a mistake to take for granted that all your potential future clients will understand what you do just based on a list of services or just pictures of your products.  For each of the services you offer you should write a brief summary of what that service entails and how your experience, local knowledge, and skills make you a primary candidate to handle that service for the client or customer.  Then, as appropriate, a longer discussion could or should be included with examples of where you've provided those services and how your talents made the better of a normal or bad situation.  The best product explanations connect the buyer's need with your product's strengths and features.  Explain your products, but be sure you also discuss which buyer's needs are met by each product.

Tell them what you believe.

This may seem controversial to some, but I believe that a significant leverage of your abilities is what you believe.  This is not to focus on religion or to exclude religion.  I think it should include some of everything that makes you who you are and motivates you to do what you do.

Ask for their business.

What information would you like to know from any INITIAL contact that would help you prioritize the opportunity, the client, etc?  We need to set up an inquiry form.  This will actually be the primary business proposition of some websites - to get people to contact you who want to engage your services.  The true value of the website will be how well it converts targeted prospects into clients.  If you are selling products or services, your website must lead your site visitors through any decision making process.  It must answer their questions.  It must differentiate you and your products or services from the competition.  And, it must present all the features and capabilities of your products or services so that the buyer has all the information necessary to make the informed desicion to purchase from you.

Highlight professional and personal associations.

I would say there are some who venture into a vocation or avocation because they feel it is trendy or they want to 'ride a wave' of public interest.  When a prospect discovers your passion for the things you make or offer, for adhering to a level of quality or standards, and all the other ideals you proffer, it will undoubtedly propel you to the front of the line with many of them.  We could write all day long about certifications, associations, memberships, etc., but we should write eloquently enough so that prospects understand and feel your commitment.  The words will help them find you on the web.  The message we get across will convince them they are through looking.  That said it is usually a great benefit to list personal and professional associations, training you've completed, and things such as memberships in local civic, cultural, business and hobby organizations.

Take some time to think.

Make sure you spend some quiet time thinking through each item.  We don't want just rote boilerplate.  Some sections will need to be written with serious attention to technology and terminology using a broad array of industry-specific terminology.  Other sections may use similar phraseology, but should be written so that passion and commitment and personal mission are clearly the message we intend.
 
Speaking of industry-specific terminology, please try to make as large a list as possible of every term, phrase, word, or concept that:

• describes what you do including all services and products you offer
• might describe any situation, concern or fears that prospects have where they could use you to solve a problem
• describes other professionals, professional skills, and professional needs in similar or parallel businesses and markets.

How far do you want to go?

Lastly, for now, you might want to write something that defines your current sphere of influence / business territory.  If you want to limit your marketing to a local area, or specific customer / client targets we need to point that out.