A lot of time companies think of their web site as print advertising and thus while creating their web site they mentally are thinking of print. I recommend not falling into that trap. The reasons are pretty simple. Print advertising is found in newspapers and magazines that people read. BUT... the reader didn't start to read the magazine or newspaper to find your print ad, it was just there.

As web users we go to web sites for a reason and the web site has to quickly fulfill those reasons or the visitor will leave. Web visitors don't just stumble on your web site when searching for products or services. Instead, they are probably doing a search for something more specific and clicked on the link to your web site or landing page. Think of your web site as fulfilling customer's specific needs based on what you offer and get them there quickly.