The audience has the choice to receive it or ignore it. The web allows the audience to control the media. Each visitor has a separate experience with your web site and in effect with your organization. What will your web site offer to visitors, how will you appeal to these visitors. Good web design answers these questions.
E ngage the audience.
Many of the better sites invite the audience to become involved. They promote feedback of information and use this information to alter further communications. They invite participation on the part of the audience. Unlike Technical skills, talent can not be learned. Your born with it or without it.