Your website is basically a machine. A tool designed to perform some function.
Some machines are simple, like a lever or the wedge that keeps your door open.
Some machines are complex, like the space shuttle.
Most websites are too complex and have too many pieces.
Simplify.
You don’t need 89 images and links and ads in your sidebar. Your visitors don’t know what to do with all that clutter and they get confused.
Confusion leads to no action. No action means no clicks, no sign-ups, no sales, no new subscribers.
Overall, that means no conversion.
You might have a very popular site and get a ton of visitors. If you’re in that category and are still victimized by low sales, slow subscriber growth, etc., your problem is in conversion.
If 1000 people come to your site and get confused all to Hell and back again, they might not perform the way you’re hoping.
But if your site is easy, streamlined, and options for your visitor are limited to the items of interest, your site pages are going to convert better.
Simplify.
Look, I’m no dummy. Well, maybe I am. And certainly some of your visitors are. But I know for a fact that if I like your site, I’ll find a way to subscribe. If I want what you’re selling, I’ll find a way to buy it.
But – and this is a big but – some people are going to give up much sooner than that. Some people will really really want to buy what you’re selling. But what if they can’t find it? Or what if you hit them in a cranky mood when they don’t feel like going through the 80-step registration process?
They’ll go elsewhere. Keep your visitors focused and make it easy for …




Right. Because apparently we’re all a bunch of gerbils.
