What do you do?
Define your business strategy.
Sounds simple, doesn't it? Yet the primary reason most small businesses fail is the lack of a clear strategy. Are you really clear about what it is you do? About who you do it for? Do you have a strategy that looks two years into the future? Five? Ten?
Without a clearly defined strategy, it's impossible for you to successfully integrate your site into the overall picture of your business. If what you do, either in the real world or online, doesn't serve the strategy, you need to change what you door change the strategy!
Next: Who do you do it for?