Yes…you can definitely be too creative. Consider this, you’ve found a great image or read a cute saying that you resonate with and add it to your Web site. Somewhere, in the back of your head, it makes sense to you and you like it…and you’re sure everyone who reads it or sees it will get it as well. But that doesn’t always happen.

For example, imagine you saw a crisp photo of a river running through a tropical forest. Perhaps it reminds you of a vacation you’ve been on or one you’re hoping to escape to soon. You are an outdoor enthusiast and this image speaks to you about the vastness of your world, a vibrant landscape with endless possibilities and unspoken adventures. But the thing is, you own a deli restaurant and you’re promoting your sandwiches.

When people pop by your Web site, they do just that – pop by – unless you give them a reason to stay. Don’t let confusing images or phrases distract your audience. Be clear with your message – the words you use and the pictures you showcase.

Your business solves a problem for your audience. Understand exactly what that problem is and get to the heart of it – immediately. When someone finds your Web site, make sure she instantly knows she’s in the right place and you have the answers she’s been searching for.