Almost every redesign brief starts the same way: with a list of things to add<\/b>. A values page. A news section. A page for the team. A blog. And on it goes until the menu has nine items… and the visitor has no answers.<\/p>\n
We audit websites every week, and the pattern repeats in eight out of ten: sites that want to say everything and end up saying nothing. The more you cram in, the deeper you bury the one thing that person came looking for. A website isn’t fixed by adding. It’s almost always fixed the other way round: by taking away<\/b>.<\/p>\nThe rule: one question per section, or out it goes<\/h2>\n
Sit in the chair of the person landing on your site. They’re not here to admire your information architecture; they arrive with a question in their head. What is this? Is it for me? How much does it cost? Can I trust you? And what do I do now?<\/b><\/p>\n
Every section of your site has to answer one of those questions. One. If it answers none \u2014if it’s there because “you’re supposed to have it” or because you saw it on a competitor’s site\u2014, it isn’t content: it’s noise with a background colour. And noise has a cost: every extra scroll is people leaving before they reach what actually matters.<\/p>\n
Every section that doesn’t answer a visitor’s question is answering a different one: why they left.<\/p><\/blockquote>\n
The five that are almost always surplus<\/h2>\n
1. Mission, vision and values.<\/b> Nobody ever hired anybody for reading that “excellence defines us”. It takes up a whole page and answers no question. What to do with it: delete it. If you have a value that genuinely sets you apart, it shows in how you work, not in an abstract noun.<\/p>\n
2. The homepage carousel.<\/b> That slider with five messages rotating every four seconds. Nobody waits for the second message, and five of them rotating is your way of admitting you don’t know which one matters. What to do: keep one, the one that sells best, and leave it still.<\/p>\n
3. The frozen blog.<\/b> “Latest news”, with the latest from two years ago. It doesn’t build trust: it destroys it \u2014it tells the visitor this place is abandoned\u2014. What to do: either you publish for real, or you strip the dates and turn it into resources that don’t expire. A dead blog is worse than no blog.<\/p>\n
4. “Our process” in eight steps.<\/b> Discovery, analysis, strategy, implementation… the exact same diagram your competitor has, word for word. It says nothing precisely because everybody says it. What to do: keep what’s actually different about how you work and boil the rest down to two sentences.<\/p>\n
5. The wall of logos with no context.<\/b> Twenty client logos in grey, silent. They impress nobody because there’s no telling what you did for them. What to do: swap ten silent logos for two cases with a result. A logo says “we worked with them”; a case says “and this is what we got them”.<\/p>\n
The three that are almost always missing<\/h2>\n
1. The price, or at least a range.<\/b> The question everyone asks and almost nobody answers. Hiding it doesn’t spare you the awkward conversation: it only delays it, and on top of that it filters backwards (the people who don’t fit write to you; the ones who did fit have gone to whoever does show it). What to do: a “from”, a range, a typical project with its number. Anything beats silence.<\/p>\n
2. Who this is not for.<\/b> It sounds odd and it works. Saying who you’re not<\/b> for makes the people who do fit feel like they’re in the right place… and it spares you the meetings with people who were never going to hire you. What to do: one honest line, along the lines of “if you’re after the cheapest option, that’s not us”.<\/p>\n
3. What happens when they hit “contact”.<\/b> Most sites end in a form and a void. Do you reply today or in two weeks? Am I talking to a salesperson or to whoever’s going to do the work? What to do: say it, in one sentence. “We reply within 24 hours, no strings attached, and there’s a real person on the other end.” The final nudge is the one most often forgotten… and the one that converts most.<\/p>\n
How to decide without forming a committee<\/h2>\n
Do one thing this week: open your site, list every section in one column and, next to each, write the visitor’s question it answers. The ones left with a blank box \u2014you’ll spot them in two minutes\u2014 and you already know what to do.<\/p>\n
It’s not a six-month redesign or an agency meeting with minutes. It’s one afternoon and one column. But it’s probably the afternoon that will improve your website more than anything else all year.<\/p>\n
Fewer sections, sharper aim.<\/p>\n","protected":false},"excerpt":{"rendered":"
We audit websites every week and the pattern repeats: they want to say everything and end up saying nothing. The cure isn’t adding; it’s subtracting.<\/p>\n","protected":false},"author":0,"featured_media":916,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[69],"tags":[],"class_list":["post-1716","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ideas-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/damosenelblanco.com\/en\/wp-json\/wp\/v2\/posts\/1716","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/damosenelblanco.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/damosenelblanco.com\/en\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/damosenelblanco.com\/en\/wp-json\/wp\/v2\/comments?post=1716"}],"version-history":[{"count":0,"href":"https:\/\/damosenelblanco.com\/en\/wp-json\/wp\/v2\/posts\/1716\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/damosenelblanco.com\/en\/wp-json\/wp\/v2\/media\/916"}],"wp:attachment":[{"href":"https:\/\/damosenelblanco.com\/en\/wp-json\/wp\/v2\/media?parent=1716"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/damosenelblanco.com\/en\/wp-json\/wp\/v2\/categories?post=1716"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/damosenelblanco.com\/en\/wp-json\/wp\/v2\/tags?post=1716"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}