The Problem With Overaccommodating Websites
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A website needs to cater to its visitors to be successful. However, when a website offers too much, it can easily become a disservice to customers. Read below to find out why fine-tuning your website offerings can lead to better customer satisfaction.

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The Age of Abundance

The 21st Century is often called “The Age of Abundance” for consumers and businesses alike. For many business owners, there’s an imaginary pull to provide multiple options, products, and resources for every different type of customer. Many tend to believe that appealing to a much larger audience will lead to increased business.

In actuality, providing too much for too broad of an audience base can be detrimental. In short, providing more creates more overhead for your company and more confusion for your customers.

When Websites Offer Too Much

In the same way that businesses offering too many services or products can confuse customers, having too many options on your website can often cause poor user experience and even website failure. Overwhelming website users can lead to missed sales opportunities and even decreased search engine rankings.

Continue reading below for some common examples of website tactics that can overwhelm or confuse users.

Too Many Menus, Forms, and Calls To Action (CTAs)

A common mistake found with overwhelming websites is an abundance of navigation and contact options. Some website managers believe that offering countless ways for users to convert or find what they need will lead to increased sales. Contrarily, when users are presented with multiple variations of the same task, it can become very difficult to decipher what is the same and what is different. Visitors may find themselves continuing to loop through similar pages or forms on your website, perhaps even feeling like they’ve done something wrong. A discouraged or confused customer may end up submitting multiple forms, submitting incorrect forms, or leaving the site without converting at all.

An alternative method is to use your navigation menus to provide relative lists of services or products for your users. A strategically placed menu can function the same as a list while also providing your visitors with a useful tool. This method has been utilized for decades by website managers to improve SEO as well as website user experience.

What To Do Instead

A strategic system of menu options, contact forms, and calls to action (CTAs) is essential to effective website architecture. Oftentimes, this may require that a web developer work closely with a digital strategist to devise a system that is universally effective for website users, business owners, and search engines alike.

Too Many Services or Products

We explored earlier in the article how businesses that offer too many services or products can often have difficulty placing with a target market. Another downside is that it can negatively affect your website's SEO, particularly if you offer too many products or services that are similar to one another. Unless your website architecture is strategically developed to showcase a large number of different products or services, search engines may determine that your website uses duplicate content. Duplicate content can cause a variety of problems, including having multiple pages on your site “compete” against each other, often resulting in decreased rankings over time.

What To Do Instead

Instead of overbuilding your site with endless product and service options, it is highly beneficial for both user experience and SEO for your service pages to focus primarily on your business’s strengths and specialties. This is not to say that your website should ignore any auxiliary services offered. Instead, highlighting secondary or less common services using subpages or subsections can help your site place properly on search engines to reach and appeal to your target audience. If your business intentionally offers a variety of similar products, it is highly recommended that your web developer work closely with a digital strategist to effectively showcase your offerings.

Too Many Photos, Videos, Media, etc

A website showcasing a variety of beautiful imagery, informative videos, and good content may be visually appealing. However, media overload can cause countless issues for your website, including poor user experience, customer anxiety, issues with website speed and functionality, and even decreased search engine rankings. Sites that display interactive media such as even decreased search engine rankings. Websites with interactive features such as videos, quizzes, or digital generators are especially prone to page speed issues.

What To Do Instead

Just like anything else, a strategic balance is essential when determining what types of content and media to display on your website. Certain tactics such as hosting videos off-site and displaying through an iframe offer simple yet effective solutions to prevent media overload. However, it is highly recommended that you work closely with a skilled and trusted web developer if you decide to display large amounts of media on your site.

Colorado's User Experience Experts

The web developers and digital strategists at Denverdata Web have years of experience collaborating to create websites that are clean, easy to use, and optimized for SEO and user experience. We take pride in building user-friendly websites that help our clients meet and exceed their business goals.

Reach out to our amazing digital and web experts today to learn more!

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