It drives me crazy when information is presented without any order. A business owner has great products and services, but presents them to customers at random. As a result, instead of learning about the company, customers spend their time trying to figure out where exactly they are in the website, brochure, blog, user manual--you name it, it needs order.
Alphabetical order is great. So are chronological (by date), numerical (while most customers won't remember a SKU member, they do know the price, size, weight and other important measurements they're looking for), characteristic (shoes, women's shoes, women's blue shoes), priority (limited offer, coming event), as-built (bottom to top, side to side, first to last) and so on.
Every written communication to your customers requires order, from a short email or trifold brochure to a 200-page user manual. Often, a business owner will assume that a website doesn't need order because people can come at the content from any page. But customers don't want to search for every item of information they need. I've given up on more than one site that forced me into a complicated search for a simple item. I bet you have, too. A well-ordered navigation bar and a logical site plan keep your Internet customers on track toward the contact or purchase you really want.
Whether I'm writing marketing copy or technical copy, I take as much thought for the order of content as the wording. I want readers to stay with the copy from start to finish. And that's the best order of all.