Clarity helps: people need to know what to do. Life’s too short to read the instruction manual on everything we encounter – even if you could find where the instruction manual has been hidden because although one’s been created, no-one ever really reads it.
Websites are no exception to this.
If a website is too confusing, you’re more likely to click the “back” button than you are to spend time working out what to do next.
New websites are especially bad at making themselves clear – the team are so engrossed in their concept and think that everyone will “get” what they’re offering just from a few icons and maybe a 30 second video.
I encountered more than one site like that when I was looking for a podcast platform. The sites maybe told me that I could upload an audio (d’oh!) and after that I was expected to sign up. Often without a hint of pricing or the different offerings.