Through imagination, thanks to the subtleties of the irreality function, we re-enter the world of confidence, the world of the confident being, which is the proper world for reverie.
Start by putting yourself in your users' shoes. Why are they coming to your site? If you look at most Web sites, you'd presume that the answer is "User is extremely bored and wishes to stare at a blank screen for several minutes while a flashing icon loads, then stare at the flashing icon for a few more minutes. "