The medium is the message: Imagine providing unique information exclusively for people who read your site via a web-enabled cell phone — then crafting a different message for those who are reading a printout instead of the screen. Let your context guide your content. All it takes is some user-centric marketing savvy and a dash of CSS.
Even the simplest website is harder to figure out than a catalog or magazine. We all know how to “use” a catalog: start at the front cover and keep turning the pages. But with every new site we visit, we have to “learn” how it works, how its “pages” turn, how to find what we’re looking for. Text that takes visitors’ needs into account can help guide them through the maze.