A website should always include the following primary points:
Good, relevant business content, written to answer a user's intent.
Clear headings and imagery
Easy navigation to make it usable as possible.
A colour scheme that’s easy on the eye, on brand and ideally accessible to visually impaired users.
A contact form, phone and email to give people the maximum options to contact you.
Call to action points throughout the website to make it clear and engaging to a user.