EACH PAGE provides your visitors with a message. Be sure they don’t need to sift through extraneous information to get that message.
Avoid Mission Statements, Purpose Statements, Corporate Governance, or anything that your visitors are not looking for. So many of such statements are so general that they can apply to most businesses and organisations. They tend to leave a reader feeling numb.
Avoid cliches. Make your text sound original and fresh.
Use sub-headings and points. Finish each page with a summary of your message.