It would be much easier to just give some text and pictures to your web designer, and say "do the magic. I'll see you in a few weeks."

This is your enterprise.
The most successful websites are the result of collaborative experience. Your web designer will help you to clarify how you want to present yourself online. (see "The Conversation") This is a major piece of your overall picture, so understanding is key.

My aim is to de-mystify some of the web design/development process, giving you some vocabulary and general understanding to enter into the adventure with some real knowledge. Your collaboration should be most productive you can make it, and your site will be the most effective and appropriate site for your endeavor.

––Communication

   The primary idea of good design is communication.
   (Really, that's the whole thing!)

You have an idea, or let's say, a shoe store.
You won't sell any shoes unless you let people know you're there. So, is this going to be your first ad? 

O.K.
You need to do more than announce your existence.
Now you want to focus the eyes of the viewer.                                               Add some emphasis and visual interest.

      Better. – – Let's make it tell a story.

Now, Frank is showing a little personality.

So, with a quick look at this small, simple image, what do you think Frank's Shoe Store looks like on the inside?
What do you expect to find there?
Who do they want to sell their shoes to?  
   How do you picture Frank? What is his relationship to shoes? ..to his customers?

––Focus   

  As you saw in the previous example, you need to find your focus in order to get your message across.

This is where you get your priorities in order.
If you had one message, what would it be?  – What would it really be?
Here's what I mean –  Starbucks and Dunkin Donuts both sell coffee. Another, less obvious way to look at it, is: Starbucks is selling an experience. They want you to think of them as the place to meet with friends, clients, etc.  Dunkin Donuts is selling fast paced, in and out with your coffee and donut. Two very different ways to sell the same basic product.

––Contrast   

 Contrast is an important (and easy) way to bring about that focus. You can make the most important thing very dark, or very light, and the rest of the page in defferent gradations of the reverse.

A helpful tip to remember:
Black on white is easier for most people to read than white on black,
Example:

Good Morning!

Good Night!

Look at your computer screen. It's horizontal. Your home page should be designed this way. You want your visitors to see the whole home page at once. Let them see it as a whole.
Scrolling is for the inside, once they've decided to come in.