Say it the way you would to a friend: what you do, where, and what the website must do above all.
Start like this: “We are a dental practice in …”, then who comes to you and how they book.
Start like this: “We are a veterinary practice in …”, then who comes to you and how they make an appointment.
Start like this: “We are a law office in …”, then what you advise on and how clients reach you.
Start like this: “We are an architecture practice in …”, then the work you do and how clients reach you.
Start like this: “We are a restaurant in …”, then the food, the hours and how guests get a table.
Start like this: “We are a shop in …”, then what you sell and when people can come.
Start like this: “We are a hair salon in …”, then what you offer and how people book.
Start like this: “We are a plumbing and heating firm in …”, then the area you cover and how customers reach you.
Start like this: “We rent out holiday homes in …”. Holiday rentals have their own lane, with your calendar or property system.
Start like this: “We are … in …”, and we tell you whether we build that kind of site yet.