Your website provides all the space you need to say everything you want to say. It’s tempting to say too much with that much room. You have to know what’s enough and that depends on your audience.

Knowing what you want your visitor to do tells you what you need to say. First, consider the age, ethnicity, gender, location, and education of your audience. This identifies your language style. Next, understand what you are trying to do with your website.

Retailers, electronic or storefront, want people to buy. Trade associations may have multiple purposes, such as, providing information and seeking new members. A service business wants phone calls or e-mail. Communicate just enough information to get your visitor to do what you want. Let them know:

• Who you are.
• What you are offering.
• How they benefit from your product or service.
• Why they should do business with you.
• Where to get more information.
• When to act.

When you know what you want your visitor to do you can shape your content. Visual elements create the look and feel of your website. Use pictures sparingly to help tell your story. Keep your writing short and simple. Summarize, use short paragraphs and bullets to get your points across. Use links for detailed information located deeper into your website or on other sites. Tell your story and persuade the visitor to act.

You may have more that you want to say; but, ask yourself if it needs to be said. When you have said what needs to be said, you have said enough.