It may seem only partially familiar, having been changed since the last visit. Or it may be entirely unfamiliar, so this first impression will be a critical point in determining the viewer's future opinion of it. But reading is more costly than a simpler gaze, so too much text is sometimes counterproductive. Fonts and formatting and graphics allow a much greater expressiveness, and providers will normally seek to convey confidence, authority, intelligence, good taste, and even sexiness and glamor. Clutter and haste normally make a bad impression.
Unfamiliar elements attract the eye.
Non-central matter should blend if possible into the background. The eye is attracted to beginnings of paragraphs, to the first text after any whitespace, and to highlighted text. When the gaze shifts to reading mode, an imagined speaker's voice will begin to be established. The provider's choices of words and layout can strengthen or weaken this sense of a unique voice. Use of boldface in the middle of normal text tends to overwhelm this illusion.