A trend in website design is to cram everything you can onto every page. It’s a bad trend. Even if a lot of companies are doing it (mostly to attract those search engines we mentioned earlier), it seldom makes sense. A site can quickly become cluttered and push visitors away. Organize your site the way a visitor would. What do they most want to know about? Have the information that matters in a very obvious place. Make it easy for visitors to dig deeper if they choose. Minimize the number of clicks it takes to reach important content. And to write in a way that appeals to both the audience and the search engines (see above).