This is a question that we get a lot from people starting new businesses. The best answer is: a simple one. Whether you are just opening your business or if you've been in business for several years, the best web site is an easy site for potential customers to find out more about you, just don't tell them too much. If you say too much with your web site there will be no reason for the potential customer to contact you.
Your web site should provide some basic information about your company and the services and/or product you provide. It should tell part of the story, not the whole story. Web sites and other marketing materials are designed to peak the interest of a potential customer and create curiosity in your products or services. Lastly, it should include contact information where they can reach you, should they be interested in finding out more.
One of the most significant functions your web site provides is credibility. How many times have you met someone, asked for their business card, and taken a look to see if they had a web site only to find out they didn't? Usually if a company fails to provide a web site you think: "They must be a brand new business or just have an old school marketing mentality". Neither one is good for a business's reputation. Other people use web sites as a tool to legitimize a company. Some may even look up a company's web site just to compare what you said to your actual web site. For these reasons alone, having a simple web site to refer leads to will be more than worth its weight in gold.
Lastly, look at your web site as a "work in progress." It will evolve over time as your company and your customer's needs evolve. Start with the basics; a Homepage, About Us, Products/Services, and Contact page. These will provide the necessary reliability customers look for and help peak a potential customer's interest to call you and find out more.
Keep it simple!
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