Making your web site credible is more important than making it 'sticky.' In Edward Tufte's recent interview with MIT Sloan Management Review, he recommends sharing verifiable facts, using as many outbound links as possible so your visitors can get third-party support in understanding you.
Innovation Playground: Edward Tufte On The Very Very Very Bad Design Of Corporate Web Sites, 2009-Aug-18, by Idris Mootee
People are inherently distrustful of them. And yet most of those sites are, in fact, about reporting facts. But they get softened up by the marketing people. You get all these pressures that tend to normalize design, that tend to make it like other corporations and that make things intellectually flabby and visually flabby. They turn into pitches.