As a business-oriented webmanager you might see how the webscorecard will help you, as it helps you identifying the goals that are really important for success. With the webscorecard, you have a strategy in hand for webmanagement, and for influencing the internal organisation in order to make the website more successfull.
what has to be done is planning the activities that will help the website get better.
If you already have a website, but do not have a scorecard yet, it's not to late, you should start setting up one, as if it's a new site and then do a gap analysis between the current and desired situation.