The text can become more prosaic at the point where users should clearly have arrived at desired content. However, that is not at an article's beginning, which should provide a summary or an outline. The text can become more detailed later in the article. Being very impatient, the user does not want to play detective and hunt through a number of pages to understand you, especially the first time they come to your site. Immediately inform your customers if you and your services are relevant and useful to them, preferably on the home page.
People hate slow downloads.
This Undeniable Truth is closely related to the first Truth that Users are horribly impatient. With regard to download time in particular, a lot of web site decision-makers forget that everyone doesn't have a T1 line. The common reaction from people forced to sit through the loading and playback of a large Flash animation is to shake their heads, and perhaps laugh in exasperation. Not the best way to start off a visit from a customer. This doesn't mean that large files, images, or animations shouldn't be on web sites.