Yes the website includes a specific page for offers and special deals, as well as spaces to promote them in.
It's important to publish offers on the site, although the rates don't necessarily have to be lower.
You can and should run promotions, based on seasonal offers and special deals at the hotel such as a spa, the family holiday season, etc.
To improve the direct sales it's basic to be proactive though exclusive offers and packages for the website, which will be send automatically to the customers' data base.