When a new client comes on board and we begin discussing their site needs and layout styles I always suggest less text content, keep it visual and keep it personable. Minimalist design is meant to capture the mind of the viewer down to the basics. Brings the most important content to the forefront and minimizes distractions for the user. Have a clear call to action and guide the user in the right direction to obtain more information.  If a homepage has too many elements the viewer will be confused any may misinterpret the priority of your service or product.

When reviewing an existing website that is cluttered I will start by asking the client to write down what content they really need: logo, intro text, navigation, call-to-action- ex. “click to register”. Cut out anything else that is not essential. Throw out as much as possible and then prioritize what it left. What should be the focal point of the homepage and what content is better served for the sub pages. This is important to guide the user through the site and increase the time spend. As they navigate through the site they may learn something new about your product or service they did not know before.