I even found one page for an entrepreneur where the only thing you see when you bring up the page is a picture of the entrepreneur himself. You don't even know who he is without moving further into the site. You can find out what's important to the people visiting your site by seeing what kinds of things they ask about or click on. You can ask your clients, prospects, and friends ahead of time what kinds of information they most want from you and then make sure that information is on your site. After you've done that, you have to make things interesting informationally, and from a design standpoint.
Information starts out as being relevant.
That means relevant to the visitor and useful for him or her. You should know how to do that. Recency also helps build interest. People like news, they like novelty. They'll revisit your site if they can count on finding something new there every time they show up.