Cause an Effect - One click and you can help a victim of the huge Orrisa cyclone in India. Toys for Tots distributes toys to needy children throughout the United States. For each dollar you donate here, you receive one 1 ClickMile redeemable 1 to 1 for frequent flyer miles and merchandise. Yes, yes, you're the center of universe. But when you're creating a web site, you need to make your visitor the center of the universe and tell them not just want you want to say, but what they want to know.
Visitors are selfish.
That's just human nature. They are not interested in you and your business except insofar as you and your business can help them achieve a goal. Visitors are at your site because they have a problem they hope you can solve. After all, everyone was limited to a gray background and you could use any color font you wanted, as long as it was black, as Henry Ford used to say. But times have changed, and now a single glance can usually tell you which site is professional, and which isn't.