Most small business websites are judged on how they look. That is the easiest thing to assess and the least useful. A website's real job is narrow: make the business credible in the first few seconds, answer the questions that would otherwise be a phone call, and give the visitor a single obvious next step.
Credibility comes from specifics. Real hours, real services, real prices or ranges, clear language about what the business does and does not do. Vague copy reads as risk.
The next step matters more than the design. If the visitor is on a phone, the action should be reachable without scrolling through a manifesto. If the business takes bookings, booking should be part of the site rather than a redirect that loses the brand.
Everything else — animation, imagery, clever layout — is in service of those three jobs. When it competes with them, it is decoration.