Back to the basics, companies have to be visible for their audience and/or have recognition in the clients mind. Social media is very useful to get your brand exposed and to persuade others potential consumers to find about your goods or services and hopefully to engage with your pages in twitter, facebook, LinkedIn, etc.
But having a good quality score on your website helps to direct people to your website, even if you use paid search as Google Adwords the price to pay will different as the quality score or ranking of your website is taken into account for the price per click that you will have to pay for the same position of the ad.
It is very important that you understand your audience and their needs and to reflect it in your website, in other word it should be relevant for them, the content is original, transparent, relevant to your business and the audience’s needs, the platform and navigation easy and fast, free of pop-ups and pop-under, website updated often with relevant content, relevant links to your business from trustful and well ranked sites, integrate social media in effecting way. Also it is a key factor to make the site relevant and understandable to the search engines using appropriate the meta tag, headers tag, alt tags, sitemap, content, keywords and in general to do a Search Engine Optimization.
All these elements should be used and integrated, they will bring more dynamist and they will bring not only more traffic to your site but also brand awareness and in general more business.