Websites have to serve the needs and goals of the business/organization by serving the needs and goals of their clients/customers. That requires pretty sophisticated analysis, research, planning, information architecture design, usability design, interaction design, navigation design, visual design, photography & illustration, animation design, writing & editing, coding, testing writing, and more. This *stuff* is critical, no matter the size of the site.

To be effective, a site must be planned for the unique needs of the organization which it will serve. Then, after some time, it must be replanned and rebuilt, to meet the needs of the evolving business/org. In a perfect world, every business/org would get themselves a well designed/built site.