Writing Outwardly
Proctor Silex
Proctor Silex is a good example of "writing outwardly" because it tackles a problem bigger than the obvious. Not only do their products make toast, but they also did the work to make sure that any leftovers beyong the initial toasting are easy to prepare as well. Using the eye-catching phrase "Toast is bigger than breakfast," leads people to think about their toaster as something bigger than just a simple machine. It makes them want the best for themselves and their future meals. It makes them feel fancy :)
Not burying the lead
IBM
This informational website from IBM about natural language processing gets straight to the point by answering the question "What is natural language processing?" in the first sentence. This website is purely factual and educational, which is demonstrated in its language and layout. There is minimal bits and bobs floating around in the margins and sections of information are clearly indicated.
Not saying too much
Visit Finland
This travel website lets its photos speak for themselves. Instead of throwing a bunch of information at potential tourists, it uses guiding phrases and keywords to catch their attention. It also uses stunning photos of the landscape to catch the eyes of site-visitors, as well as one dominating phrase "The happiest country in the world". There is no chance that anyone misses it and thus piques their interest.
Making a strong call to action
Visit Iceland
This travel website contains a lot of call to action buttons that direct visitors to various sections of the site based on what they are interested in. These buttons are distinct and visible, ensuring that they are easily accessible.