 
The key is not to create a site where people know that they'll find what they're looking for. The key to attracting visitors, and keep them returning, is to create a website where visitors aren't exactly sure what's on the site, and thus they must check back often to see what's new, if anything has changed, or if there's anything specifically for them. If it's the same data every time, then one view is enough (maybe a return to verify the info). Compare a personal webpage to a webjournal. For both sites, you have an idea what sort of content will be there -- content relating to the creator's life. With the journal, however, there is no certainty as to the exact content, even if you have been to the site in the past. A person's personal site requires one, maybe two, visits, but a journal means that at any time, something new may be there.Consider the Receipt site: had the site just been scanned images of all my receipts, one visit would be enough. However, since the content changes moment-by-moment, thanks to visitor comments, there is ample reason to return to see what has changed. The faster the content changes, the more often a user has to return to keep updated on the condition of the site. Uncertainty makes a visitor return, and uncertainty is what brings website traffic.
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