Most websites we visit were done by talented web people, who can make all of the cool toys, and use good Search Optimization methods. Those are important, but without the proper content to cause an action, and sharable tabs, the website misses out on the “relevance” factor now used by Google and Bing in searches.
We look at website content in much the same way as a newspaper evaluates the readability of their newspaper. Is there too much text on the page without graphics to assist the reader to get through the page?
The problem for most websites is that they are heavy laden with features that make people’s eyes gloss over, and leave the page. The age old sales pitch, “Sell benefits, not features,” is greatly ignored on web building. http://social-impact.com