Don’t get too wordy with your explanations

If you have an important feature as a selling point, make sure you explain it as easily and quickly as you can. If you need a whole paragraph to explain what you’re talking about, you will lose your customer’s attention. 

Try to explain it in two sentences tops. If you need more, a concise way to do that is by putting down a couple of bullet points and explaining it that way. Still need more room? Maybe it’s best to make a separate page about it and just link to that (though make sure you do still have a sentence explaining the very basics).