Systems and methods provide online tools for helping a business improve its online presence. A contact importance score rates a contact's engagement with business via purchases and online contact, and may further gauge the contact's engagement with other contacts and potential contacts. An engagement score rates a business' engagement with online visitors with respect to industry best practices. A method of generating the engagement score may include providing recommendations to the business for improving the engagement score. A method for recommending online content can identify public and privately-created content that is likely to engage a business' users. A website builder can include a tool for aligning content on the website. The website builder can further include a tool for creating a video for promoting the business.