I just told someone this via my Email Guidance offering, “don’t give your visitors a map, lead them on a path.”

I see so many websites with so many sections and headers and H1 tags, and, and, and… when really you can probably just cut things down to two or three pages.

Chances are you can combine elements from all of these into one or two pages, because making people pick and choose and decide can lead to people closing the tab.

Replace options with clarity.

Think of how an Ikea is laid out vs a grocery store. Think of laying things out in a way that gets your visitors deeper into your story without having to ask for directions.