Albert Einstein once said, “Any intelligent fool can make things bigger, more complex, and more violent. It takes a touch of genius – and a lot of courage – to move in the opposite direction.”

Those may have been words to live by at one point, but in these Internet-dominated times, do they still ring true? If you happen to be an employee or client of Einstein Industries, then the answer is, “You bet.”

Of course, when Albert Einstein stated that “any intelligent fool can make things bigger,” he left off a phrase that must have struck him as obvious: “than they need to be.” Some things are big by nature: dictionaries, encyclopedias, medical textbooks. Like these and any other resource that claims to be comprehensive, good medical websites are often big. But they should never be bigger than they need to be – that is, they should contain good, substantial information that is relevant and timely, and not a word more.

In moving toward building bigger websites, Einstein Industries has actually been moving in the opposite direction of the “more complex” and “more violent” – cluttered, obnoxiously wordy, poorly constructed and organized – websites that have littered the Internet in recent years. Whether this constitutes “genius” is debatable; genius, as much as beauty, lies in the eye of the beholder. Still, the foresight of Einstein’s clients and employees in embracing a simpler approach to presenting information has led to improving conversion rates and more accessible and – dare I type it? – human websites.

Would Albert Einstein approve? Who knows? But if the great thinker were alive in 2010, you’d best believe that Einstein Medical would do its best to pitch a website to him that reflected, well, “a touch of genius.”