I love this pic. It's very applicable to lots of companies sites. If you are creating content for a new site you seriously need to have a think about why people are coming to your website and what they want to get from it. NOT what you want to tell them. No-one is interested in splurge. They normally have a task in hand, ie buy something, find some contact details for your company, look at the services you offer. They need to be able to complete these tasks as easy as possible.
If it's so obvious then why is it so hard to buy a mobile phone from Orange.co.uk? http://www.orange.co.uk/ ? Companies love giving people blurb instead of simple routes to tasks.