1. Keep it Simple
Use easy to understand English, instead of the nerd-jargon or inside lingo that is often seen and only understood by those most close to the subject. Provide a message that kids as young as 10 and retired persons in their 80's can understand and really know what you are trying to say and sell.
2. And Practical
Leverage your many years of experience to help filter out all but most essential parts of your message. Use graphics that are understandable and are on-point with respect to the products or services that you are promoting. Don’t overwhelm your audience and the internet with volumes of information that take time to be displayed.
3. And Concise
The shortest distance between to points is a straight line - draw that straight line for your website! By steering clear of long-winded discussions and useless nerd-theory and yammering, you have a much better chance of getting your message across.
People’s attention span is relatively short. If you don’t follow these basic steps, you will not get your message to your website viewers and thus your website will be mostly ineffective.