Hi there. I think @ralphc_nyc touched on this, but I’ll expand.
I would start with user research to determine what types of information people need when they come to the site. What is the problem they’re having?
Often times, clients (particularly small local businesses) may think more about themselves and what they offer, than about the customer. So push them to really consider the customer’s point of view, rather than what the business wants to say.
This will give you some ideas about what content to include. From there, you will need to plan which formats (all text? some video? audio? etc). And of course you will need to create content, unless you’re working with a writer or other content specialist.
Hope this helps!