It is tempting sometimes, to mistake your web site for a soapbox. But the best sites keep their users in mind - and give them what they expect to see. It is easy to identify what YOU think should be on a site, but take a moment and consider your target audience. If you get them to come to your site, you will have just a few seconds to convince them it is worth exploring (and that they want to do business with you). What kind of information do they need or expect in order to do make a decision or complete a transaction? Are you providing it?