Make it easy.
People are lazy. Companies like Amazon know this fact, therefore they lean into a simple, easy to use system.
Simplicity is key to online sales. How many times have you abandoned a cart, after the site asks for several hoops to jump through?
Concise information signals confidence from the author. Case and point if I need read more than 2 lines to get to your recipe I am leaving your blog. I came here to learn how to make pad Thai, not hear about how your cat is addicted to candy crush.
Creating simplicity takes a lot of effort on your behalf. The love and care you apply to your client facing media / UI / store / service, will pay out in dividends, as long as you work on simplifying the process.
GOOD DESIGN ELICITS INTENT.