This is probably a good working example of the 'perfect' site.( in my humblest of opinions ) Stunning graphics, rich content, easy to navigate, no wizzes and bangs. Elevationstudios is a design and marketing house in Swindon, headed up by Sam Allen a former student of mine. Sam was also in my employ for 10 years, and it was to him I gave my business 10 years back when I retired.
The topic here is on improving your ranking, but that is only part of the story. Selection of the right web address is also key. People in my opinion overvalue the worth of a .com, sure it's generic and says 'business'. But if you are and individual, charity, or club you might want .me .org. or .info. The suffix brokers are coming out with new combos all the time there is now I believe .xxx hmmmmmm great if you are a brewer of Strong Ale?
I looked at .us once thinking ooo 'sounds a bit like a partnership', but woh! its stands for United States, leave well alone! I have a ful list of www suffixes and what the are normally used for. Just ask and I will publish them.
Many more things have a bearing as to whether your site is 'working for you' Does it create 'stickiness?' ie are visitors encouraged to stay/re-visit....are they responding to your 'call to action' ie to join up, visit your FB page, make an enquiry etc.
Many sites nowadays, whilst carrying out the job of 'informing'/selling are there also to encourage 'clicking'....as purely for, or in addition to, the site's function to be part of a revenue stream, generated by this activity. Nothing wrong with this, at all.
You probably need a site that will do the job you need. If it's a shop, then it should be a shop. If you are a design agency then you are gonna have that 'Flash' or now XHTML5 intro that's more detailed than an arcade game. Fine as long as you can 'cancel' it!