Stressed, tired and distracted. These are just a few states your users can be in at the exact moment they visit your website. Unless you have a site which people purposely visit to read or observe some sort of information that is important to them, you probably know that most visits are shorter than the time it takes to read a Dilbert comic strip.
With that in mind, it becomes extremely important that your homepage and landing pages focus on engaging visitors as quickly as possible by providing concise and effective messaging without too much detail.
One way of doing it is by keeping sentences as short as possible. Avoid very long sentences that you think might be doing a better job at explaining what you are trying to say but are actually making your visitors confused and are forcing them to re-read the whole thing. Yes, just like that sentence.
Remove anything that isn't providing value. Read the copy on your page out loud and ask yourself: Is this actually helping in any way? You'd be surprised to see how much you can easily remove without affecting the page.
Even after you've stripped down your page to just the bare minimum, users still won't even read half of what you want them to. One of the reasons is that your users are busy individuals, and by scanning the page they can decide whether your website is what they were looking for or not. That is why videos on home pages became so popular. They are concise and informative enough without requiring too much effort from the users part.
Always make sure the only information you are showing is the information your visitor needs. Hide all unnecessary information in other secondary pages and make sure you have clear calls-to-action so your users know what to do next.
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