As technology progresses and information becomes more readily available, users become more demanding. Unless you already have a loyal audience, good information is usually not enough to attract new visitors. If you want to capture your visitors’ attention, you must first pay attention to the presentation and placement of your information. Let’s face it—information is worthless if nobody is reading it.
Of course, there are always exceptions, such as when people find your site when looking for something specific via a search engine. Still, most visitors will likely leave your page if they can’t find the information they need immediately. And, if the page isn’t appealing, it’s all too easy to hit the back button to see many pages of results on the same topic.