Customers are impatient. They have lots of things to get done. So give them all the information they need to make a buy-it-now decision quickly.

Help them get their to-do list DONE! Be brief and to the point. Provide links to more detailed information for those that like to do “research”. This will require moving it “out of the way” on another page. Your customers will appeciate a clean and simple website, where they can get the thing done that they came there to do!