A recent study of 69 asset managers from around the globe found that many are "failing" clients in their websites by using complex and dense language that leaves "confused and frustrated customers" and "erodes trust."
The study used four metrics to assess clarity: readability, use of passive language, sentence length and frequency of "complex, hard-to-understand words." While some firms blamed compliance for insisting on jargon and long, complicated explanations, the successful firms in the study demonstrated that you can work with compliance without sacrificing the effectiveness of your message.
The firms that did well generally prioritized substance over "splash," adopted responsive technology early (forcing messages to be succinct) and included non-investment personnel in the creation process to ensure that the content was understandable.
Many firms seemed to have forgotten KISS - keep it simple stupid. Since you have a very limited time (seconds not minutes) to pull in a new viewer to your website, substance and simplicity matter.
Of course, this is only one of many things you must do in order to have a "successful" website. In addition to content, the design of the website must be attractive to the eye - bullet points and white space over long paragraphs. Graphics and video also tend to draw people in and keep them interested in learning more about your company.
Perhaps it's time for you to evaluate your website to make sure that you are not falling into the trap of presenting what you want - in your language - rather than what a reader and potential client would want. Put yourself in their shoes and ensure that your website does not fail you.