My suggestion is to start by deciding on some goals for your site, and make content decisions based on those goals. I think it's best if the content serves your team's own goals and priorities, because those can differ from team to team.
First, who is your audience? (Or, who are your audiences?) In a way, the FIRST judges will be your audience, but in reality your audience may be your own team, other FIRST teams, parents, teachers, school administrators, current and future team sponsors, community members, future FIRST members...pick one or more of these and focus on them.
Then, these questions can be helpful in identifying goals and content:
- Why are those people visiting your site?
- How did they arrive at your site?
- What do they need to know?
- How much or how little background info do they know?
- What action do you want your visitors to take, if any?