Following each of these tips can make a difference, as much as it can fail if not backed with dynamic and relevant content. On any website, I perceive content as meat and user interface as garnish. In other words, a slick design helps the visitor to easily spot, consume and digest the content without wasting time and energy. So, we just need to make sure that they get what they want — relevant and structured information. So choosing the right CMS able to create dynamic and personalized content will help shrink the gap between the information you serve and the way you serve it, meaning all these cool animations, pictures and so on. At ScienceSoft, we chose the commercial Episerver CMS, owing to its personalization capabilities above all: https://www.scnsoft.com/episerver