Don't Tell Visitors How Wonderful you are

Visitors are on your business web site for one reason, to satisfy a need! It is doubtful informing them that you are a wonderful company, with wonderful virtues and values is going to satisfy that need.

WIFM as I am sure you all know stands for "What's in it for me" Let your visitor know how you you are going to satisfy their particular need, do it in as few a words as possible. Never use 10 words when 5 conveys the same message.

Avoid the urge to tell the world how brilliant you are, on the Internet they are just words. There is no trust, no bond with you and a potential client, so words are less than meaningless, they take up your visitors time and they will resent you for wasting even a few seconds of their life. So make sure your words have value whether its information or satisfying their need.