When thinking about interface design, one of my heuristics is to weight features by how likely they are to be useful to the target audience. You should know your audience, know what they're looking for, and ensure they can find it easily.
Relevancy seems like an obvious way to set up an interface's hierarchy, but product managers I've worked with often want to give the new features heavy visual weight, regardless of their relevance. This reflects less a user-centered view and more of an internal focus. A new feature represents effort, and naturally the company wants to give their new work every opportunity to be seen.
For example, imagine a product manager and a user experience person conversing:
PM: "Let's put a big link at the top of our homepage to our company's new investor site!"
UX: "Uh, don't forget, only a handful of site visitors really are interested in investor information. I checked over our competitors and very few have an Investors link anywhere on their home pages. It's not good to clutter our homepage with too many extraneous links."
PM: "Yeah, but it's just one link."
UX: "The problem is, we launch five similar new features a month, and they all want prominent placement just for being new. We risk drowning out the content most visitors want in a wall of links!" (Translation: this is failure for me.)
PM: "Well, what if people can't find our new investor info?" (Translation: this is failure for me.)
The product manager has a point here. Don't forget about "the needs of the few." Design for them by categorizing niche features in relevant places. Build a flexible design from the beginning, because whether your interface is for a website or for a software product, there will always be new features tacked on after the fact.
First, see what other, comparable websites do: for example, are users likely to find the investor info under a company's About Us section? Another options is to give the feature temporary or rotating prominent placement. Some websites might give investor info extra prominence every financial quarter or every year, when visitors are most likely to be seeking it.