There is more to a website than meets the eye or there should be anyway. You need to have a strategy to make sure people take some kind of action. Maybe you want to start a Customer Relationship Management (CRM) program, hence the reason why the action you want is for people to sign up for your newsletter or maybe you want them to visit your site more often so you post videos and engaging content on your site.
Point is though, there is THOUGHT and PLANNING behind the build of a website. See the following infographic for some tips and strategies on how to make your website work harder for you.