Albert Einstein has a quote that is surprisingly helpful for business.
“Make things as simple as possible, but not simpler.”

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A Nielsen study of 50,000 website page views discovered that users read about 20% of the words on given a webpage.

Another study found that 55% of website visitors spend 15 seconds or less on the website. Not that 30-second elevator pitch we were taught in the 90s.

Our goal in all business communication is to be perfectly clear and seamlessly concise.

• Use meaningful sub-headings

• Use bulleted lists

• Only one idea per paragraph

• Get rid of big words

• Use a large, clear font

• Include images and videos

It’s great when companies use a “learn more” button for details that need deeper understanding. That way the consumer chooses to go deeper – rather than being buried under a mountain of text.

Schedule an end-to-end review of your consumer-facing materials with your entire team.

And like Albert Einstein said, make everything as simple as possible, just not simpler.