First of all this whole topic is subjective. The most important thing is that whatever you write represents you and your organisation in a way that pleases you. If there is any doubt about that you may want to consider some form of split testing where you create several versions, show them to staff or stakeholders (or me) and see which gets the best response.
In the meantime here are some guidelines. The 12 points below are not a definitive list and are not in any particular order. They are just some suggestions to act as a guide. Choose the points that are applicable to your business or market sector and discard the others.
Hopefully this blog provide some insight into what we offer, provide inspiration for you to build the website you have always wanted and help with developing your business generally.