Every business of course needs to have a website, but what should a business expect from its website? Oftentimes, the difference between having a site that creates business and one that is just a brochure is a matter of the perspective you have and the goals you set for it going in. This talk will review the core components of the Conversion-focused Website, what you should learn to expect from your website, and what work you'll need to do on a regular basis to make sure you're getting the most out of your site. This talk will be more about the perspective you can adopt to make the most out of what's possible with today's web strategies and technologies than it will be about any specific discipline.