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If your website needs explaining, it’s already working too hard.

Field Note #312
🔬 Generalized 🟢 Beginner ⏱ 5 Minutes ✓ Observation from Experience
We’ve been talking a lot lately about website health, but there’s another kind of health worth checking: how clearly your website communicates what your business actually does.
A visitor shouldn’t have to hunt through your navigation, read three paragraphs of copy, or piece together information from your footer to figure out:
Who do you serve?
What do you offer?
Where do you operate?
When are you available?
How does someone work with you?
Why should they choose you?
Those questions aren’t just useful for people.
They also help search engines and AI systems understand your business without having to fill in the blanks.
And that’s becoming increasingly important as the web gains another audience: systems that read, summarize, recommend, and eventually act on information for us.
You don’t need to rewrite your entire website today.
Start with one page, your homepage is a good place.
Read it like someone who has never heard of your business.
Can they understand what you do, who it’s for, where you operate, and what they should do next?
If not, don’t add more.
Make what’s already there clearer.
Because clarity isn’t just good copy.
Clarity is infrastructure.

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