One of the very important things that I have come to realize about business websites is the fact that each one needs a mission statement. That mission statement should then guide the design and development of the website so that the chief goals of the website are both measurable and attainable. My sense is that most businesses would say that the mission of their website is to drive sales but how you go about that is critical and needs to be a part of the mission statement.
For the most part what I see when I browse many websites, particularly those of smaller companies whose focus is offline commerce, are digital brochures. The focus of these sites goes along the lines of who we are, what we do, news and contact information. All of this is helpful to a certain extent, particularly to people who have never interacted with a business before, but it also certainly represents a gap when compared to the types of features that a modern website is capable of offering.