A reason to return to your site. OK, Chris Consumer visited your site at random. That's not good enough. Maybe you impart current information, or maybe you have a special giveaway, like a video clip or demo software. You need to have some hook, or random visits won't turn into customers.
Video clips take a long time to download, so they have to be short.
Or the Batman Forever site, which has secret pages you have to look for, in addition to video clips and lots of hype. There are thousands of sites with nothing more than a logo, a picture of a building, some dry text about the company, and maybe some links to other sites. If you want to stand out from the crowd, you must take advantage of the full power of the Web. You need to distinguish yourself from your competition and elevate your site above amateur sites. You can even vote on other people's recipes, and they can vote on yours.