2. Why Does Simplicity Matter?

Generally speaking, simplicity minimizes distraction (and associated stress) from anything that isn't relevant to the task at hand.

In the context of a business website and brand messaging on said website, keeping the user experience and the messaging simple enables a potential client to quickly decide whether you're a good fit for their needs or desires, and then to purchase your product or service.

Bonus: In a busy world, a simple website and brand message will set you apart.