What drives a great website? Think about the sites you find useful and enjoy. Why do they work? Because their content feeds and satisfies the requirements of the user. Your website should do the same.
Think like a publisher (because you are). Be relevant, be compelling, be entertaining.
Web design, user experience (ux), content management systems
B2C websites, ecommerce software, third party marketplaces, payment systems
Search marketing, paid search, content, email marketing, social media