They see details that most people would miss. Make sure you infuse as much tone as possible. It's your chance to expand your own ideas and not the time to play it conservatively. Don't miss the obvious opportunity. This pertains to the story's action.
Plot takes the reader from point A to point B, making several small stops in between.
Plot is integral to an exciting book. In designing a web site for an author, make sure you ascribe plot to navigation. One of the first things a writer learns to do is to create a story that takes positive steps toward a climatic ending. His virtual world should be just as easy in which to move around. There is nothing worse than a convoluted plot, except, of course, if it's a web site that is hard to maneuver through.