A website is a tool with which you market your products or services, but unlike a brochure or a commercial, a site needs to be marketed by itself, in its own right, to function properly. If you tune your site to simply sell your product or service and do nothing else, you probably won't sell anything. Because nobody will go there unless they are looking specifically for your name and they were prepared to take all the trouble to find it by way of a search engine. Content is the fuel that drives your Web visitor.
People use the Web for information .
It could be something like a game or screensaver that complements your advertising theme perfectly. It could be a downloadable demo of your product. With a website, you are working on the corporate image as well. People will be easier to convince when that corporate image looks good. When someone types in a keyword related to your website, you'd want your site to come up before all others.