As the internet is still in a relatively new stage of development, technology is changing daily, along with the style and look of websites generally. I often speak to businesses that are fed up with the internet. They tried a site and it didn't work, so now they have decided that the whole internet thing is a waste of time. Believe me, it's not. I have a number of clients who have built exceptional businesses based entirely on the internet. These businesses understand that making a business work online takes persistence and a commitment to improving and updating their website on a regular basis.
If you have the kind of site that you would like people to come back to on a regular basis, you need to change it regularly to make it more interesting and look for ways to catch the visitor's eye. Many changes to a site can be automated to allow for different photos and text to come up each time a person visits your site. Talk to your website developer about what you are trying to achieve with your site and go from there. They should be able to offer a number of options to suit your budget.
If you are serious about developing an online aspect of your business, you should budget for ongoing costs associated with updating your website on a regular basis. Your customers will notice the changes and they will be impressed. It will encourage them to keep coming back to the site and, best of all, they will subconsciously classify your business as a good provider of customer service.