Precision in language
"The building was full—though not completely full—of cheerful…" Kelefa Sanneh in today’s New York Times. That was enough to get me to stop reading.
Here’s the thing: people are reading less than ever. They’re reading faster than ever. And they’re jumping to the next thing at a moment’s notice.
Why waste a sentence saying nothing?
Worse, why say less than nothing by being contradictory or vague or (worst of all) hyperbolic? Even if you think your site is, "the most unique," you probably need to edit your words.