Only speak when you have something to say

There is something to be said about simple layouts.  When you are trying get a clear message across, it is esential to utalize this technique.  Simplicity is a weapon when communicating your marketing goals.  Think of it like a business meeting with your core audience.  Only speak when you have something to say.  Why fill the air with words?  It will only minimize the effectiveness of your message.     

Three Coins 

When I'm designing a website I imagine there are four coins on my desk.  Each coin represents a communication objective.  As I am defining the website sitemap and layout I use the coins as a tracking system.  If I have used four coins on a page I reach my limit.  This allows me to really think through the core message and how the site aligns with it.   

Layout Example

Here is a great example of a simple layout.  You can see the core message and the points of sale and data capture right away.  It is not confusing what they are asking you to do.  Distilling your website down to this level is a discipline and may feel uncomfortable.