There are so many decisions to make when your website needs attention, either re-design or new, and considerations to make sure all of your options are met.
You first need to define success. After that is established as a foundation you can promote your values and expand on your offerings.
Define your values, then connect your brand to those values so that potential customers can understand their experience of interacting with your business.
You business was born from a creative vision you had for a unique product or service you could provide but you still need to adapt to new market trends.
Entrepreneurs need to analyze the competitor and decide where they need to make changes to set their business apart then communicate their uniqueness.