Unless you want to have a web site that is visited once only by every guest that finds it, you will have to think of ways of making it interesting so that people will wish to come back.

A good web designer should be able to propose various schemes to make your site visually appealing and to entice visitors to come back.

Don't get tempted to make it too "arty-farty" unless you specifically want your site to be that way. If you are running a business it is still important to look a bit serious and trustworthy. Don't get too carried away if you happen to find a web designer who loves all the latest bells and whistles.

No matter how good your site is - if the content and/or look never changes it will become boring to look at for revisiting visitors. Refresh the site as frequent as you can afford and at least once a year. Changes don't have to be revolutionary - some re-written content and a couple of new images every now and again should do the trick.