Studies of internet usage have taught us that people do not read web pages the way they read printed material.
They (we) scan sites, we don’t read them. Our eyes are drawn to headlines and bullet points, and we tend to only read the first line of paragraphs.
Cut every paragraph of text on your website in half.
One of my art professors in college always said “Anything that is not adding to your main idea is distracting from it.” Getting rid of half of the text on your site will force you to emphasize the important things. Trust me, just do it.