How fast can you get people into your site?
Users come to the Web to answer a question or complete a task. Get in their way and you’re roadkill on the information superhighway. If you concentrate on what they need, instead of what you need from them (or what you think they should need), you might just be able to have a conversation.
When people come to a website, they want to get in, get what they want, and get out. To help them do that, you need clarity of purpose at the level of your site, each section, and each page, so you want to get the purpose or function of your site as close to the surface as you can. Message has to govern the hierarchy of information, and you want to be as direct as you can be.