We rarely read every word on a website. Instead, we quickly scan pages, picking out keywords and sentences. With these known behaviors in mind, it’s better to appeal to emotions rather than word count. The less someone looking at your site has to read, click on or remember, the better they’ll be able to process and evaluate what’s going on in front of them. That makes it more likely for them to do what you wanted them to do in the first place. Text and Calls To Action are necessary, of course, but make sure to break them up with larger subheadings and legible paragraphs. We also suggest using images or icons as alternative ways to communicate your point.