Before you write the first word, create a profile customer. Select your words and page length to suit your reader - not yourself. Find about 3 people who more or less fit your profile customer's specs and let them loose on the site. Give them tasks like finding your e-mail address, getting to the order page, finding information on a specific product etc. See how easily they find it and ask for general comments as they go.
Testing is absolutely vital.
I know exactly how it's structured. Someone else might find it tedious or even confusing . Swear at them if you must, but don't confuse them. That is why you have to test. Whatever you do, DON'T put you mission statement on your homepage.