Your logo (if you have one), copy, and photography. If you don't have everything ready, that's fine — we'll work through it together. The important thing is not to delay until "everything is perfect".
I can help with structuring and editing copy. For professional sales copy, I can recommend a copywriter. Quality writing makes an enormous difference — it's worth the investment.
Not necessarily. We can go with a typographic wordmark — it often looks sharper than a cheap logo. Alternatively, I can recommend a brand identity designer.