Basically, websites like this should be designed the way good journalists write news articles. Put the most important information in the headline. As you move down the article, the information gets less and less important. This allows the user/reader to stop once they have taken in everything they need.

Advertising perverts this. It is by definition the least relevant information on any page, yet is often placed the most prominently. This is why people are conditioned to skip around content trying to find only the relevant bits .