Back in 1993, every company had to have a website because it was the thing you did! A website was new, fresh and shiny, and it allowed the marketing team to reach more people than ever before. It was on the Internet, which automatically made your company seem cool. Within about 18 moths, though, everyone had a website and the novelty wore off. That was when marketers needed to assert why the website existed. There was a branding role, and an informational role — but the real reason to spend money on a website was to drive more leads.