A Website Should Help The Business Make Money
A modern website can look good and still fail if it does not help the business attract the right people and move them toward a useful next step.
That is why website strategy needs to include structure, speed, content, mobile usability, search visibility, calls to action, and the systems that handle the lead after someone reaches out.
A website is a starting point, but it should not be an isolated asset. It should be part of a larger sales and operations system.