so we design these lengthy websites, but have you ever fully read a website?

Even with content, if it's boring or if I don't care much about it, I'll skim through and pick out the general points and move on. How easy you make skimming through your site and getting all the information I need determines how much I like it

That doesn't mean buzzwords. If I start seeing that your site is all buzzwords and no meaningful content I'm leaving immediately.

Yes, I was thinking of marketing, software/service kinda websites. We spend so much time articulating, animating, designing, and working on the thing. But then it struck me, I never go through a website—usually just signing up if the hero tells me enough.

How I like to think about is that you're designing a movie when the user only needs a trailer. The trouble is that multiple types users need different kind of trailers, so you stitch these trailers into a movie that's too extra for any one kind of user.

I like this @skepticacid