Avoid information overload

Keep the content simple and the information relevant. The less and the more relevant the information, the easier it is for the visitor to understand.

Use white space to emphasize existing elements of the layout and/or to create a specific feeling. It helps the eye scanning the content and it increases readability and comprehensibility.

Offer supporting information. If a visitor wants additional information, it should be made easily reachable for them.

Make it clear what can be done with the information. What action should the visitor take? Why should he or she do it?