Communicating with your potential clients may be harder than you think. They don't have the time to trawl through swathes of text, or the patience to decipher convoluted language. They're only interested in what speaks directly to them.

If you want to inform and persuade, you'll need arresting headlines and short, relevant articles, written in clear, direct language.

The more easily people can find precisely what they want to know on your web site, the more likely they will want to do business with you.