Think of your website as a tool that enables visitors to complete tasks ... not an online brochure.
Why people come to your website
When people come to your website they want to do a specific task (or set of tasks) eg, find contact details, learn more about what you do or purchase goods and services.
Organisation focus vs user focus
Website content can often be organisation focused instead of user focused. This XKCD (www.xkcd.com) comic provides a great example.
Make every second count
You only have a few precious seconds to engage a visitor and help them find the information they are looking for so you need to make them count.
Define and highlight key tasks
Defining the most popular tasks and making them easy to complete will ensure visitors have a good experience and want to engage more with your organisation.
Key tasks can be highlighted in:
your website's navigation
the design — by arranging and presenting elements in order of relevance.