Tangible-world advertisments are often designed to be seen in a flash, taken in at once, and then acted on later. Online promotional material, which should be the goal of a user's quest rather than its cause, can be taken in more carefully and acted on at once. While she waits and waits for these things to download, she is staring at a blank screen, and her quest for what the company has to offer has been frustrated. Someone finding a commercial website has to find the site, search for something which matches what they are interested in, and then see that the firm can, with low risk, satisfy their desire. The website shows clearly what the firm does.
Information is at or near the surface of the website.
Information is not drowned in advertising or misplaced technical knowhow. It is easy to find any one specific piece of information. The site gives useful information about the firm's goods or services. It is easy to contact the firm. For extra points, the firm can provide content about things related to their business, but which are not their goods or services.