Get rid of half the words on each page, then get rid of half of what’s left.
– Steve Krug
Your goal is to get users to read your important message. Their goal is different. Usually they want to avoid reading much.
So keep your message short, useful, unmissable, and jargon-free. Skip the welcomes and blah blah blah that bury your benefits.
Break Grammar Rules on Websites for Clarity by Hoa Loranger