The brutal truth is that customers scan web pages! They don’t read the entire page, instead they pick out individual words and sentences. The primary goal is to convince the user your web site is worthy of his or her attention, and the secondary goal is to make it easy to find what they are looking for. Concise, scannable, and objective language provides the best visitor experience!
If your website is confusing and difficult to navigate your visitors will not stay long and may even tell others. This is something that can be easily avoided and a website that has poor usability can be fixed. Usability is a term which is not well understood or just overlooked.