You don't need a web site - you need customer-centricity. You don't need a web site - you need a dechanneled customer engagement service. Your customers don't need your web site - they need a company that can respond to their needs via any touch point whenever and however they prefer. There! Now that you've stopped thinking about your web site, you're in a position to make the website what it should be - a constitutive and integrated part of your customer-centric ethos.