A website that offers information or services of long-term (often personal) value to users is often described as ‘sticky’, presumably derived from the venerable low-tech precursor to insect sprays—flypaper.
A sticky website encourages repeat visits from the user—typically with the long-term aim of developing a community or subscriber base.
Examples of service or content that can make a website sticky include, web-based email accounts, forums and bulletin boards and search services.
A website’s stickiness may be enhanced by:
The stickier the website, the higher the traffic, and the greater its value to advertisers. That said, traffic volume is not the only applicable metric—sites catering to a niche audience can also charge a premium for advertising placement. Despite lower numbers, users are more qualified (likely to respond to targeted advertising).