If content is king then context is at least a prince. The absence of context is pretty much the situation for many new visitors to your website. They don't know who you are or if they should trust you. Setting context changes that, lets you connect, engage and tell a far more compelling story.
For years I've followed the 3 C's of Branding rules but just recently I've added a forth to my list: Consistency, Clarity, Constancy, and now Conversationally. The later reflects how we engage with our customers in today's social media age.
Content is King on the web so why is it that most websites aren't built with the project clearly focused on how best to deliver your content?