You website exists first and foremost for your customers. If any element on your website doesn't attract, convert, or build loyalty with customers, you need to ask yourself what purpose is it serving.
Let me give an example. Often times, restaurant owners will feel the need to put a detailed story about the history of their restaurant or the family behind it. Don't get me wrong, this is good information that will can help create loyalty with customers, but if you are prioritizing this information over easy access to your menu, pictures of your food, or a great tagline or call to action, you're turning a lot of potential customers away.
While the story behind why you started your restaurant may be the most important information to you, it's not the most important thing for the customer. Your website is not an extension of your restaurant's story, it is a tool built for your customers so that they can access and act information they need about your restaurant to make a purchase decision.
The success of your website should be judged on three criteria: