People these days have the attention span of a gnat. If your web site visitors have to search for what they need, your bounce rate will soar. Bounce Rate essentially represents the percentage of first time visitors who immediately leave your web site to go somewhere else.
Consider using icons or other visuals to highlight those things that are most important on a web page. Drive your visitors to the information they need so they don't get lost and bounce away.
This video shows how to add icons to a web page using Ittrium web content editing tools.
For this example, I used the Mezzoblue Chalkwork Family of icons.