Your website must be set up to clearly communicate your message. Internet users don’t have the patience to play detective — they expect content to be easily understandable and digestible. If your site visitors have to spend more than five seconds trying to understand what your company does, they’ll move on to another site.

A site needs to understand company in 5 seconds of visitors move on.

When designing your website, keep your layout and design simple and clutter-free. Don’t try to cram too much into a given space — this is a situation where less is more. Make sure images are sized correctly and don’t overlap. Give everything on the page room to breathe.

For written content, keep language simple and straightforward. Eliminate excess information and make sure it’s organized in a way that customers can easily find it. Short paragraphs, bullets and subheadings can help you organize written content and make it easier for users to scan and process text.

Remember that web readers aren’t reading content word for word — they’re usually scanning for the information they need.