If nothing good is playing on TV, they work their business. If a hot movie is showing, they don't. A very easy way to tell that someone doesn't take their web business seriously is by looking at the tools they use to operate their web business. These are clear indications that the business owner is just playing around. The purpose of a website is to first educate and then to sell.
Most websites do neither.
If your website has very little useful content, don't expect people to stay and explore your site. Remember, people are on the Internet to find solutions to their problems. They use search engines, directories, and read ezines to find websites that can solve their problems. If your website doesn't solve a problem, a specific problem, your website won't make much money. Your contact information, address and phone number should be clearly visible.