#6
Separate Marketing From Sales Language
A website is to entice and convert, not close the deal.
Unless you are an ecommerce site, often your goal is just to move someone to the next stage of the process.
If you are services, you want them to become a lead for sales. If they are software, you want them to demo.
When writing, do not try to provide every detail. Often when companies write their own content, their drive is to want to explain everything and not miss any detail.
Most website writing is about marketing - short and sweet to entice people to take action.
Stop trying to say everything.
We repeat. Stop trying to say everything.