Common sense says that an educated human brain can handle a certain amount of complexity, an this is true.
But when someone’s on your website, you’ve got to forget this fact because your visitor is depending on you to offer them an oasis from complexity.
If they’re like the rest of us, they’re already overwhelmed, exhausted and coping with complex issues like family, work, health, and who the heck is going to make dinner …
… Which is why your website needs to be the opposite of complex.
When a visitor gets to one of you web pages, present them with a wonderful UX that doesn’t ask them to think about anything. Make them feel like their on solid (virtual) ground. Make it easy for them to understand what you do and how it can help them. Then, make it easy for them to take the next step in becoming a customer with a CLEAR call to action (website conversion).