Have you ever been to a website that is just too complicated to use? That is counterproductive.
When someone visits your website, you have only a few seconds to capture enough interest to keep them looking, and eventually want to do business with you.
One of the primary ways to do this is to Keep It Simple. Confusion will push a visitor to your competition.
A website should convey just a few very targeted messages, and then offer a way to keep in contact — ideally, a way for you to gather the visitor’s contact information so that you can nurture them to buy more from you, more often.