A great website serves it purpose.  If you are a club, it allows you to introduce who and what you do, to others that might be interested in joining your club.  If you have a business website, then it's about getting more business and connecting with new potential customers.  How do you do this?  Great placement in the search engines makes all the difference.  Position online is no different than location is to a walk-in business. 

Having a website and great placement, means you need your message on your pages.  Who you are, what you are doing online, and how to contact you. 

Another important purpose of your website has to be to allow you to lower your other advertising costs.  For example, now you don't need to purchase a full page ad in a magazine or newspaper, but a shorter one that sends them to your website, where your content helps to close the deal. 

Another major reason for websites is to lower your phone calls.  If you get a ton of phone calls and many are asking the same question.  Then if you put all the information you can online and many of your customers can read it, this lowers your phone calls and interruptions.  This means more productivity and lower phone costs.

So a good website has your information available all the time, is placed well in the search engines, brings you new customers or members, and saves you both phone calls and advertising dollars.  There are many other reasons also, but these are the most common ones to consider.

So a great website can save you money, while making you more money or finding new customers and members.  It should be working for you all the time, including while you sleep.