I'm sure you've heard the old saying, If you don't know where you're going, then any road will get you there? Well, it may have come from Alice in Wonderland, but we've all heard it used in business dozones of times, and it's a very applicable saying. That's true for marketing and your website. If you don't plan for and execute on any strategy, then the site will do whatever it wants to, albeit almost all passively.
You'd be surprised how high the percentage is of our clients who come to us to build an expensive and amazing new website, only to not know of or plan for any marketing (i.e. SEO, CRO, Keyword optimization, A/B testing, etc.). Everyone says, "just throw Google analytics on it and we'll see how it does." OR doesn't, is usually our response. Traffic, performance, conversions, goal achievement don't just happen magically, or in their case, they rely on everything happening magically since there is no strategy in place.