Come right out and say what the visitor can expect from your website. Search engines will find you more easily if you do this. Don't try to be clever, just say what you do.
If you don't get the purpose of the page right, everything you say will be wrong.
If your product is complex, start at the top with the simplest, most basic thing it does, then "teach" the visitor more with short, easy-to-read text, short paragraphs, bulleted lists, pictures where helpful, build from the top of the page down.
Just work on one product at time. Give the visitor just a couple of choices, (1)First, the one you'd most prefer them to do, and (2)another choice which might take him back to the first choice.
Tell the visitor how to find what they want. Use a familiar format to the page so they don't wander all around looking for anything. Keep them moving from here to where they can find what they want. Start each command with an active verb: for example, "Sign on...", "Save money...", "Win a prize...", "Take a trip...".
Lay it out in MS Word, use text boxes to get each separate idea in the place you want it.
Links to other pages should give a basic idea of what's on that page so search engines can find them. For example: "Research grants for conservation", or " Research Grants for Education".
When you give the visitor a call to action, like "Order Now", give them one or more alternatives if that's not what they want to do, like "More information", or "Check out this other product". Let them "call a toll-free number", or "send us an e-mail for more information.."
Use conversational language, use the human touch, don't use "institutional language". Make the customer smile.
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