Nobody will read your website content. They do this

Rule number four, nobody will read it. This rule will change everything about how you create content on your website because most people are spending three to five seconds deciding whether they want to stay on your website when they first land on it. They're not reading your carefully crafted paragraphs, they're scanning for what they need to find. Here's what actually happens when somebody comes to your website. They land on your page, they scan the headlines, they look for something relevant to their problem, and if they don't find it immediately within three to five seconds, they're gone and they never return.

So, when you're writing anything on your website, and I do mean anything, remember this rule. Nobody will read it. And when you have this rule in your head, it forces you to think about writing shorter sentences, using bullet points instead of long paragraphs, making your headlines damn obvious about what problem they solve, put important stuff first at the top of the website instead of buried in lots of content, and using diagrams or infographics instead of writing essays or novellas. If something is important, make it impossible to miss on your website because they're going to scan it. Big text, bold headlines, clear headings.

Start writing headlines that solve problems. Your job isn't to impress your old English teacher, your job is to convert the visitors, the people who land on your website, into paying customers in the first few seconds of landing on your website, because that's all you have, three to five seconds.