A clear description of what the product <i>actually</i> does with no metaphors, humor attempts, introducing animal bunnies or "Laser Optical Vertex" and "Segregated Cloud Optimizer", or unnecessary synergizing-360-transformation bullshit. I try not to be dumb in my life, but sometimes I'll read a landing page on something in my <i>domain</i> and I, for the life of me, can't figure out what it does. Just call things by what they do.<p>Clear copywriting and messaging that will resonate with people having the problem. I've had so many conversations with prospective customers and users and it is helpful to get the messaging clear, because when you start talking and describing problems they just had to deal with that morning and their eyes open wide open and burst out laughing and cover their heads or they tell you "Oh my! Yeah, it's horrible!", you know you're onto something. You then shave off anything that's superfluous to get to that reaction faster.<p>Shaving off syllabes, as comedians like to say or "Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away." to quote Antoine de Saint-Exupéry.<p>I can ignore most things if I understand what the product does. If it's something useful and valuable, I don't care if the site is designed with basic HTML/CSS. I don't care. I can make the effort to try and sign-in, get on the list, track down people behind it and emailing them to figure things out, I'll do what it takes.