Communication products such as websites, videos, and print materials should have well-produced, well-written, informative, and succinct content that engages people and piques their curiosity so they want to learn more. 

Attention to detail is a must. For example, if the content on a website has misspelled words, incomplete sentences, incorrect punctuation, or lacks flow from one topic to another, it will not instill confidence and the viewer will quickly leave the site. This can cause a potential connection to be lost. A website is only as good as its content.