Tim Ash’s 5 Easy Ways To Improve Your Homepage
3. Cut Down on Your Text
No one likes to read.
Well, it’s not that bad, actually. Let’s rephrase: No one likes to be forced to read.
People like to read only when it’s their own decision, not when an unskilled marketer doesn’t know how to convey their message in the least amount of words possible.
The internet has just a handful of very simple rules. One of which is that people don’t read, they scan. There’s just too much stuff going on online, and the attention span is decreasing by the hour. That’s why people begin their interaction with any webpage by scanning its content, and then start to read only when they find something interesting.
Websites are not like books. Websites are like news headlines you see briefly on your way to work. Only when you stumble upon something interesting you stop and get the newspaper.
Simply trim down your message to the bare minimum that conveys the core information. This will also make your website more clear and readable.
To give you a good example of cutting down on text check out 37signals.
Their website gives only the most basic information inside four different blocks. Even though there’s very little text you can still get a grasp on what 37signals is about.