--Write simply
--Get to the point
--Stop when you're done

In an article called, The Need For Simple English on the Web, Gerry McGovern says that, "complexity is often a mask behind which the writer who doesn't quite understand what they are writing about hides."

In these days of too much information, it's even more important than ever before to communicate in a clear accessible way. People have a ton of other places they can go for information besides your web site. If yours is annoying, hard to understand and full of unnecessary words, they'll go elsewhere.