Context shapes the meaning of the content. When someone visits your site they immediately know what you are about. They know exactly where they are on your site, what they are doing, where they came from and where they can go from here. If clarity is missing they will end the conversation with you by going to another site. Your visitors want to continue a conversation with you.
Conversation is action.
They are interested in action. Make your site easy to use and make it fast. Each page on your website had better load in 8 seconds . There are millions of web pages to see and no one is going to wait for a huge graphic file to load. If I have to wait 30 seconds for your page to load I am gone before you can say welcome to our site .