It's very simple. Creativity. Good creativity with content on a website is invaluable. Using the website must be an experience which should be rewarding and memorable, an experience you want to repeat or share.
Creativity of the website can express a brand’s story in a way that makes customers want to hear it, without ever forcing them to listen. And to get it right takes the same level of strategy, creativity, craft and planning as any marketing discipline.
People trust different stories, and that’s what a website must give them: authentic, human stories that sound like them, rather than the old establishment voices that told them what to buy.
To see something that in a brief twinkling of an eye you have to arrest the attention, tickle the imagination, arouse the emotions and stimulate the desire.* See below.