Just like with a video, a photo, or a promotion, a web site is but just ONE PIECE of the puzzle.
Sometimes a business uses outside salespeople to generate leads who are then referred to a web site for ‘validation’. Does your web site prove you really are . . . who you say you are?
Other times, the business has no ‘retail’ presence, and only resides on the internet. That type of site has to work totally on its own with no outside help.