So let's examine these individually. Visitors to your web site are coming there in response to some stimulus- an ad, a link given them as a result of a search, or something similar. It is likely they are looking for something specific, and are coming to your site with the expectation that you will likely offer them something of value. Content must be relevant to the product or service you are offering over the web. If you sell art, you need to have a gallery of your work so people may determine if your art is in line with what they want.
Testimonials help as well.
The most important rule in developing content for your site is to Think like the visitor who is coming to your site is thinking . If you get the content right, you'll have great success from your site. Many sites offer a very wide variety of information mixes. Not all of this information is relevant or even of interest to every visitor to the site. Many sports sites, for instance, allow you to personalize, or customize the site, by asking you to register your preferences.