The Internet is not not just limited to websites any more. In fact, the everyday normal website is slowly being replaced by social sites and various online services.
A few years ago, if you wanted to put all your jewelry store information online you would have to figure out how to do it all, or hire a company that could do it all.
Do you have videos on your website? Previously, you needed to manage video content on your own and have a hosting account capable of handling that huge video bandwidth. Now that process is much easier with YouTube.
Do you have testimonials on your website? Previously, you needed to ask people to write testimonials and mail them to you. Now you can ask people to write online reviews on Google Places or Yep. You can even capture tweets about your site and post them on your website.