Staying focused on your purpose is important. Your website has a purpose, too, and it’s just as important to keep your website focused. Different websites can have drastically different purposes. Individual websites can even have multiple purposes, provided that they do not conflict with one another.
Website fluff comes in all shapes and sizes, and what’s fluff on one website could belong on another. Before you have anything put on your website, first define your website’s purpose. Then ask yourself if what you want to put on you website helps carry out that purpose. If it does, great. If it doesn’t, either change the purpose of your website, or leave the content off.
Look, I know that cat picture you have is cute and all, but does it serve your website’s purpose? If you run a veterinary clinic, that cat might just be the thing missing from your website. If you run an electronics store, you probably should leave the cute little kitty on your hard drive.
Unless, of course, one of your employees helps place homeless cats in her spare time and this is the 1,000th cat she’s help find a loving home and you want to congratulate her on her continued efforts in the humane treatment of felines. Hey, it doesn’t always have to be about direct marketing.
Just make sure what you put out there falls inside the borders of what you want your website to do. If it doesn’t serve the purpose of your website, it doesn’t belong on your website.