for W3c validation
I love this website. It’s clear Chris and team have thought out how to sell their membership site effectively — and it’s no surprise it’s an extremely simple design without unnecessary crap on the page.
As Marc says, brevity works. You have seconds before someone bounces. Too many people make the (massive) mistake of trying to cram a website with too much irrelevant information. With a page full of crap, you all but guarantee to bounce your next visitor — and each and every one after that until you simplify things.