The temptation is always to add. The discipline is to remove until a single, confident idea is left standing.
A page that says one thing well beats a page that mumbles ten. When everything is emphasized, nothing is — and visitors are left to do the work of figuring out what actually matters.
Start with the one sentence
Before you design or write anything, decide the single sentence a visitor should remember. Everything else exists to support it.
Then cut
Read each section and ask whether it moves someone closer to that idea. If it doesn't, it is decoration — and decoration is expensive.
The hard part isn't writing the one thing. It is having the nerve to leave the rest out.