What makes a great interesting website, that people bother to return to

Getting a friend's website up and running is one thing, but how should you write for the web. It is such a different paradigm than print media.
So here's my views:

1. it's like packing for a holiday - sort out what you want, take half and get rid of it, then look at the other items and if they don't go with at least 5 other pieces also consider getting rid of the item
2. it's short, sharp, can be punchy, but it should be memorable - what is your message and why do you want others to read and care about what you've said
3. presentation is vital - ensure that you not only structure your content via a stylesheet but use the right techniques. For example you write a traditional print document. You would have a punchy heading, A summary to lead people in, the content that matters and the buy line that snags them and either makes people want to buy, or if you sell a service make them come back.
   
4. consider search and the power of words - if a subject is about writing good content, make sure that you include the words 'content' in the headings and throughout the text. Also in the metatags add the word 'content' for the page. All these things help your ranking and make you stand out from the pack as being relevant
5. keep it short - make sure it only ever fits on 1 screen. People don't scroll and you will lose their attention too quickly. Hmmmm that must be my hint to self to keep it brief, so hope that you enjoyed that short, sharp section. Wow, I've still got your attention, so consider what was one think you either learnt or remembered. Good then at least my content may have been useful and effective.