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You may have noticed that the first time you visit a site, it's often a struggle to find what you want. However, he next time you go there, it gets easier, and so on. Over time, we can get used to even the most horrible site.
A returning visitor will forgive you for almost anything but a first-time visitor often won't. The first time someone comes to your site they'll give you maybe three or four seconds of their time (that's how long you have to get and hold their attention and interest). Always write and design with the first-time visitor in mind.