The best way to let customers to choose you over your competitors is availability of goods or services whenever they want. Part that let your goods or services available for your customer even though you are not, is your business website.
After creating website you want your audience to visit and spend time on it instead of hitting back. So your website should be user friendly. The major elements that make your website user friendly are content, images, speed, relevancy, up-to-date blogs or news etc.