You need to be told the hard truth about your website.
We probably haven't seen your existing website yet, but chances are (if you're reading this) it could use some honest feedback. Your friends are too polite, and it's very hard for you to get into your customers' shoes.
Nothing personal, but somebody had to say it.
What's the solution? Brush uses the usertesting.com service to provide videos of independent people browsing your website, giving feedback out loud while they're doing so. By giving them a well-planned task to do (such as buying a product from you), problems with your website become quickly apparent.
Because the users are independent, and are fairly ordinary people from every segment of society, it's simply the best feedback you can get. We also love it, because it gives us a chance to help out.
There's nothing stopping you from trying it out yourself (please do), but we highly recommend involving us in the process – we've done a lot of tests before and we know a few tricks. It's also useful to have a web development expert on board from day 1, to help provide direction to the project.