The design of your website is your narrative. You have to engage with the user as much as possible. This can be achieved via animations, scroll down menus. The look and feel of your website design should match with the trends being followed out there. Mentioning stuff in bullets, subheadings works a lot in this department.
3. Every user carries a baggage
Now, a user today has a wide spectrum of websites that he could visit and with each website he visits, his memory of the previous ones get blurry but the memory holds on to the ones worth remembering.