I like this train of thought. One critique though is that she says to "reduce cognitive load" and then when picking apart CrowdRise she suggests a better value prop/call to action is "Join the crowd and have a whole lot more fun raising money for charity than you thought possible"
How about "Start Fundraising Now" with a huge button and link. Done.
Seriously, tell what you do/how/where/how much, and give the reader as many links/phone numbers to contact you as possible and sign em up. Done.
A website doesn't exist for an academic to research your company, it exists to sell your product and bring in customers. Get rid of the noise!
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