Original content
Your site can wizz and bang all it likes, but the most important thing for a website is content. Content is a term that covers a multitude of sins, and within its bracket we'd include copywriting, photography, illustrations, and even games.
You need to keep your site up to date and it needs to be updated often for you to see most benefit. You can do this in-house (do you have a content management system?) or, if you're too busy, you can employ people like use to either produce or to source it for you.
graphics, illustration, photography, research, writing, editorial