When I review websites, I ask people about their #1 business goal – the main action they want people to take on their site.
Why? You can only evaluate a website against a goal – how effective is it in achieving it? If you don’t have a goal, there is no way to improve the site. You can only improve what you can measure.
Some people tell me their goal is for people to “read about their products.” No. That is not a business goal. A goal you should go after is an action other than reading: sign-up, purchase, clicking something, ordering something.
If your goal is for people to read the text on your site, you need a new goal.