Websites need to be appealing, sure, but is that the only factor that matters? Most certainly, no. It is because the entire purpose of a website is to convert traffic into lead-form submissions, sales, physical-locations visits and whatever fits the business needs. If these actions aren't working too well for you then revenue is a long shot from where you are standing right now. Conversions are what generate revenue for the business.
Top-notch brands invest a lot when it comes to the reputation management of their brand(s). Pick any brand you like and imagine all the hard work they have been through to establish the current reputation they have online. Why go far? Just look up yourself on Google and you will find a Facebook page, probably a LinkedIn account. There are also other sources that you may have not heard of but they have some information on you.