The greatest goal for a website is to show customers happiness in your products. The Disneyland website shows a dream vacation. Apple's website shows dream computers. What would your website show? What happiness do you bring to your customers?
It's a great discussion to have, and sometimes my clients don't think in those terms. Every business has a dream associated with their products. If your website shows that you sell products that make your customers very happy, you're going to sell more products.
Maybe you haven't figured out some details about what your customers really want from you. Working on your website allows you to improve your business by understanding your customers better.