Many Websites continue to straddle the fence without a clear brand and communication direction. This has caused sites to rely on organization and design, rather than concept and emotion to engage a positive feel from the user. Many sites have succeeded in the past as being pioneering and early innovators, but now that others have “caught up” to those sites and the simplicity of design, there is currently a need for an emotional tie that can take it to the next level. A clear brand communication, through both content and context, will provide users with a point to start, or rekindle, their relationship with the brand.
Strive for deeper connection and emotional tug on the top level pages within the site…all toward some kind of call to action based upon audience.