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Remember: content is key. People visit your site for one thing, and one thing only - content. If they don't find the information they are seeking they will click the browsers 'back' button in no time.
Your site content should reflect the nature of site being delivered. For example, a medical research organization may consider placing research papers on their web site, users visiting the site have expressed an interest in the organization by virtue of the fact that they have found the site - they are now a captive audience. It is because of this that you should provide information targeted to such an audience, in this case the audience may be Doctors, Medical Professionals or Medical Students.
Given such an audience enables you to provide the information in a form appropriate to this audience. In the case of the medical research organization, providing large amounts of relevant material would be appropriate, the delivery of the material requires consideration however, remember that users don't like to read vast texts on screen. In this case one option would be to provide the information in a form that they could download, save or print and read at their leisure, for example Adobe Acrobat.
Web sites that do provide large amounts of material may also need to consider providing a site search facility. Such a facility could, for example, enable the user to search by keyword(s), date, author etc. etc. The search results would then provide the user with a direct link to such a document or web page.
Other sections within 'Developing content' include:
Consider your audience, Writing style & Interaction.