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A lot of stuff that's "fairly well agreed" is wrong, or at least misleading. This is one of them. Text can be made attractive and inviting, or not, information can be easy to find, or not, according to how well the page is designed (or not!). People will read if they are interested and you don't actively drive them away with dense, hard to follow text. A ...

Well from a graphic design perspective: A picture is worth a thousand words. Not that you should litter your site with images, but if a logo, photo or graphic can more concisely convey what you want — and hopefully increase aethetic appeal — then use one! And in general: Practice. You get good at something, including concise writing, by ...