That statement seems daft, doesn’t it? Here’s why it’s not.
We study at a lot (and I mean a lot) of websites. Too often we find precious copy used to instruct visitors how to use a website. We see “click here to,” “watch this video to,” “fill out this form to,” and the biggest offender of them all, “browse these documents to.”
Gone are the days when you need to instruct visitors on how to use your site.
If there is a link or button, they know to click it.
If there is a video, they know to watch it.
If there is a form, they know to fill it out.
If there are documents to browse, well, quite frankly, there shouldn’t be. Your visitors are busy and on your site for a reason. Don’t make them browse. The important information should be part of your site design.