Make sure important information is easily found. It should be at the beginning of documents, to encourage further investigation. Do not expect your visitor to read information that is not value adding in order to get to valuable information. It is quite similar to developing offline publicity materials. If you want editors to run your publicity, then you need to get them very interested in the title, then the first paragraph.
Visitors have a short attention span and zero switching costs .
Do not assume the visitor will follow a typical path through your site. Visitors have the navigational control, unlike other, linear media . You need to make sure there is logical progression in the design of your site, and it is not confusing. Having people unfamiliar with the site navigate it will help with these issues. Information and design currency WWW allows you to keep information current.