Your Content
Good, up to date content is still the most important element of a site. You can advertise your site, optimize, pay per click to attract visitors but, if you don't have good copy, they will immediately hit the back button.
Whether you choose a pre-designed site or a custom site you will be spending a considerable amount of time and money getting your site designed. Make sure that you will be able to update it regularly and that you can copyright and own the finished site.
See also:
The Top 10 Ways to Make Your Web Site a Marketing Hub
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