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The problem with some designers is they over elaberate. The surfer switched on his computer to look at porn, not your designs.
A good design needs to show the content clearly, tell the surfer what you are offering him. And here is the problem for some.
Normally surfers do not want to read, they want to see it, so IMO the minimum text is best, don't try to tell him everything in text use one/two word statements. Then aim to please one man not 50, to many sites are trying to say they have everything for everyone and end up confusing the surfer. Aim at pleasing people with 4-5 of the main points on a site.
Remember AIDA Attention, Interest, Desire Action.
KISS, Keep It Sweet & Simple.
I used to design advertising in Yellow Pages and those were the first things I learned about advertising design.
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