Burning too many calories?

I visit the websites of a lot of creative companies and I am continuously shocked by how hard I have to work to find out exactly what they do.

At times it's not even on the homepage.

There is so much competition out there and if you're not clearly saying what you do within just a few seconds you have a problem.

In his book, Building a Story Brand, Donald Miller beautifully sums this up -

”When we start our elevator pitch or when somebody visits our website, they're burning calories to process information we're sharing. And if we don't say something (and say something quickly) they can use to survive or thrive, they will tune us out."

Too many in the creative industry lean on 'beautifully crafted' and 'clever' copy when all is needed is clarity.  

So if I could make one plea to you today, cut out the creativity and tell me what you actually do.

Please.