People visit your website to have a conversation with you. The question is what kind of conversation do you want to have with them. The more something is clear the more capacity exists to interact with it fully. The quality of conversation between you and people who visit your site is ele vated when clarity is present.
Clarity is established through content and context.
Clarity of content is saying exactly what you need to say and adding nothing more to it. Just be straight and tell the truth about who you are, what you do and why you want them to do business with you. Clarity of context provide a space to communicate. Content exists in a particular context. Context shapes the meaning of the content.