Research other sites to find features and design that fits with your business goals
Look at similar organisations or businesses sites dealing with related services, products or even your supplier's websites
Make lists of content, features, and design elements you need and don't need.
Consider site features and functionality including special forms to gather leads, quote requests, general contacts.
Audio, video, blogs or other social media integration
Special graphics, slideshows, tabbed navigation or content sliders
Email marketing integration, a shopping cart, or even a ratings and review feature.
These features should be based on your business and customer needs and should not be based on what everyone else is doing with their website.
And be realistic.
Don’t try to cram every feature available onto your new website, as you will probably never use them any and only adds to the busyness of the site pages making it more confusing to your users.
Make sure you take notes at this time of what your site requirements are so you can add to the scope document later.