Have you heard the phrase: Content is king? It is easy to get lost in lengthy or convoluted text. On your website or in the emails you write to your clients, it is important to be succinct and to the point.
At the same time you need to take into consideration the demographic that you are addressing, the age, income and what kind of product or service you offer. Every one of those factors plays a role in making your website easy to understand and user friendly. The key is for your client to feel at home from the first moment they land on your website. You want to lead their eyes and their mouse to click.