No one wants to use your website

There are a ton of exceptions, of course. But if you’re selling a product or a service, there’s a good chance your user has no desire to be there.

They aren’t excited to use your website, so stop trying to make them. They’re using your service because it reduces some headache and makes their life easier. The majority of your users are not power users. They don’t care about small tweaks and under-the-hood features and having tons of options and managing their accounts and all that. They just want to load up your site, do the thing your site helps them do, and then get on with their lives.