No one is reading your website

It’s true. They’re scanning it. They’re trying to find the information they want in as little time as possible and then they’re moving on. This is especially true on a mobile device.

Certainly, there are exceptions. But, you’re not a public company with loads of exhaustive, required content. You’re a small business trying to tell a story/educate/compel readers with reasons they should call you/buy your product/sign up. Very few small businesses understand this, but when you’re writing copy for a website, keep scanners, not necessarily readers in mind. 

Be concise, tell a good story, and have a clear call to action. It will make all the difference in the world.