Want a fun little project? Look at your company website. List every single picture, graphic, logo, idea, sentence and thought on it. Go do it right now…I’ll be here when you get back.
Okay, got your list? Now, after every listed item, describe exactly why a customer will care about it. Be brutally honest with yourself.
Done? Great. Now type up a list of everything on your site that doesn’t communicate something specific and relevant to your customers, send it to whoever handles your website, and ask them to delete everything on that list.
What’s left is what matters. Everything else is noise.