For good reason, the following advice is often quoted:
Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts. This requires not that the writer make all his sentences short, or that he avoid all detail and treat his subjects only in outline, but that every word tell.
—William Strunk Jr.
in Elements of Style
I can’t say it any better than that. I recommend looking at your site and asking of every single word: “Is that word necessary to my users?”