The only reason to have a website is to communicate. Communication is where a good website begins and ends. In fact, communication is the only function a website plays. It communicates what your company is about. It communicates what your company does. It also communicates intangible things like if you are up to date, trustworthy and legitimate.
A lot of companies think their website is just a placeholder, something every company has to do as a part of doing business in the modern world. That just isn’t true; a website is so much more than that. Your website is your primary means to communicate, to shout from the rooftops what you are about, to make an impact on a potential customer or client before they have ever met you.
The only reason to have a website is to communicate, so you better make sure you communicate effectively.