Understanding your audience's needs and expectations are of prime importance when designing a web site. A big part of my job as a web design consultant is to advocate for those with whom you are trying to communicate. Engaging your audience in the design process through the various forms of usability testing can dramatically improve your user interface and information architecture. A site that speaks to the needs of its users is a relevant site, and a relevant site is a frequented destination. I believe a web site is a communication tool and that communication is a two-way street. And speaking of streets, as a user of public transportation I occasionally encounter a rogue--though often well-intentioned--citizen talking aloud fervently to anyone who will listen (and usually no one does) about a topic I can't quite grasp using a logic I can't quite follow. Don't let your web site be that guy.