And finally, there is the issue of user experience on the front end. Most users are likely to be non-technical people who would like to be able to find what they want right away or at least with some amount of ease. 

Understand that no one likes to give a new website (meaning one that they have not visited in the past) the benefit of the doubt. Internet users are notorious for being impatient which means it is on you to make the website easy to navigate.

This means the layout must be simple, the colors must be pleasing and the website must look appealing. Get that done and you have something to work with.