Another very important question is where to place it. It often happens that you have the necessary information, but no one can find it on the site.
As an example, we analyzed the competitors' website, they develop websites, in their portfolio each website they have completed is described in detail, how each page was created, in general a lot of text, the page with the description of one site turned out to be long, and at the bottom of the page there are customer reviews. It seems to us that no one reads reviews, they just don't get to them. No one will read a lot of text about how someone's website was developed, accordingly in this case it is better to place reviews at the top.
And think about how to write. If your sentence starts with some unnecessary fluff, it is unlikely that a person will stay on the site page. The first sentences of paragraphs should catch.
Example "Accounting company website"
Here is an example when they took information for a latest phone number database website, perhaps it was already on the website, they rearranged it, placed something and the meaning changed.
It says here that by using our services you receive, then a list of what you receive and most importantly, if you incur losses as a result of an accounting error, then you will not be able to recoup them in any way. People probably won't read any further. And then the text says that you usually can't, but if you work with us, you can. But they arranged this information in such a way that the meaning is reversed.
Don't complicate communication
There are a lot of fields in the forms, you go in and say "oh my god", there is a field "director", "passport details", "registration". Very convenient, I filled everything in, told everything.
Remove the ridiculous functionality
Does anyone know when rabbits stop being young? The picture shows food "for young rabbits". The products differ only in the article number and price. I don't understand why such a comparison is posted.
Example "Ivanovets Crane"
Or I go to the site, they tell me we have a search, use the search, it will be easy to find. I enter "crane Ivanovets", they tell me to get out. But "crane Ivanovets" is on the site. If you have a search, look at what people enter, whether they find it or not. If the site is a service, then search is not needed or if the product catalog has several dozen items.
Don't deceive your website visitors
Even a small deception, when you offered a person one thing and did another, is negative. We see on the site that you can design a window yourself in 1 minute, we go there, they tell us "survey", we say: "Okay", well, we answered the survey. Well, now give us your e-mail and phone number, and we will design a window for you. I realized that I won't get anything in a minute, I was completely deceived.
The desire to work with the company may disappear even after sending an application from the website
It happens that applications come from the site, but the conversion is low. We start to figure it out, it turns out that when the application goes to the gratitude window, the manager Dmitry. People are different, maybe in Europe this would be a plus. But, for example, I do not want to invite such Dmitry to my home for measurements. How this happens, why they did not test, is not clear.