Advice to corporate websites
Seth Godin's advice on making a successful brochure can be applied to corporate websites:
From the majority of corporate websites I have seen, the goal is not to convey information but to overwhelm readers, to somehow wow and baffle them into submission. This just drives readers away.
Given a limitless amount of information, I'm going to gravitate to the sites I can understand quickly. The moment writers start using words I don't use and don't understand, I leave. Web readers will not stick around unless you give them what they want to know.
If you are a writer for a corporate webstie, write a single sentence that describes what the company does. Now shorten that sentence to contain the least amount of words possible. That's the first sentence which should appear on the front page.