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. When someone visits your site they immediately know what you are about. They know exactly where they are on your site, what they are doing, where they came from and where they can go from here. If clarity is missing they will end the conversation with you by going to another site. Your visitors want to continue a conversation with you.