All the information!
And the most important thing in this phrase is all the information. Not a description of one product, not just "there will be competitive advantages here", but exactly what advantages there will be.
In fact, you will have a piece of paper where your latest phone number database website will be drawn.
Better a good small site than a ridiculous big one
Often a small site with valuable information works better than a large one with ridiculous content.
Don't forget about mobile users
Your mobile, adaptive version of the site should answer the questions users have when they came to the site even faster. Even faster than the main version of the site, so remove all unnecessary stuff and leave only what visitors need.
Write on the site only what the target audience really needs
I already talked about this today, remember that piece of paper on which you wrote down in order of importance what is important to your target audience.
Example "Shrink Film"
A site selling shrink film, and a long, long text about how shrink film is a film that shrinks when heated. It is used for packaging and is generally a good thing, but whoever wanted to buy shrink film didn't need it at all.
Example "Outsourcing Company"
If you assign someone to write a text for a website, then this person sincerely tries to write something bright and interesting, but the client reads and does not understand. Here is someone who has never registered an LLC, he probably wrote this text and we see that he wrote: "The company offers the widest choice of LLC registration services." Someone who has registered knows that there is not a wide choice of services. There you can write that we also make a seal, well, and put color files. What could be wide there? So you read this and some strange discomfort, something people say is not right.