When you walk into a shop or an office, you expect to get a feel for the owners' character, vision, and ethos. Walking into a small independent East Oxford coffee shop, for example, you might see mismatched crockery, antiques, union flags, Bovril jars, pictures of letterboxes, and war posters, which give a homely, "made in Britain" feel - whereas if you walk into a coffee shop chain you'll see a reduced colour palette, all matching crockery, smart new furniture, large scale black and white photography, and uniform typefaces and signage.
But having stepped in, your next step will be to order a coffee. If the shop owner has trained their staff well, your conversation (i.e. your "ordering experience") will be at one with the ethos of the business. Perhaps in the chain they'll refrain from certain forms of addressm like "love", or "my dear", and perhaps in the independent shop they will be more flexible about what you can have and how they can accommodate you.
A nice website design isn't enough to portray the character of a business. You need to expose some of your thoughts and ideas, your philosophy and ethics. And you can't do this with "Home", "About us", "Services" and "Contact us" alone!
So write about what you know, what you think of the regulations surrounding your industry, what your customers are up to, and what new services and products you can offer - but above all, write! And if you need help setting up a blog to do just this, hopefully you'll know where to come.