Make the business visible
Customers look you up before they call. The website is that first look: what you offer, who it is for, and how to reach you.
An online shop sits in the same category. It is still a website, with products people can browse and buy. A taxi site, a restaurant site, and a shop for a local product are the same kind of job, at different sizes.
What a visitor should be able to do
Find the practical answers. Where you are, what it costs to get started, and how to call, visit, or order.
Live examples are Taxi Mario, a taxi website, and LoopBuddy, a website for group walks. Both make the offer clear and give people a direct way to get in touch.