Your website is your store. It isn't a brick-and-mortar business, but it's a business nonetheless.
Think of your favorite retail store with a physical presence. I think of #Nordstrom. Everything--from accessories to couture--is designed to entice the customer to browse and then buy. Your website must do the same thing. Unfortunately, many websites fall short in many areas. I've created my own list of the Seven Deadly Website Sins, based on researching dozens of websites for myself and my clients. See more on my LinkedIn blog post.