Many companies and organizations invest a significant amount of money into a nicely designed website, but don’t think about doing the one most important (and simplest) thing on their website.

Tell people what you do.

Use clear, succinct language to explain exactly what service you provide or what product you sell. Don’t use words like “strategy” or “solutions”, say exactly what it is in the clearest language possible. If you sell computer parts your headline should be something like “We sell high-quality computer parts”, not “we provide the top of the line computing solutions for all industries”.

Clarity is king on the internet. If you’re trying too hard to be clever or using highly technical or industry-specific language you’re losing sales. It’s the easiest change to make, but it’s important.