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Strategy
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5 min read
The case for fewer, better pages
Why we cut most marketing sites in half — and what happened to conversion.
Amara Obi
Brand Strategist
Most marketing sites grow by accident. A page for every campaign, a page for every stakeholder, until nobody can find anything — least of all the customer.
Start from the question, not the org chart
We map every page to the one question a visitor arrives with. Pages that answer no question get merged or removed. On average that removes 45% of a site.
What happens next
Fewer pages means every page gets more care: better copy, better images, faster load times. Across our last ten launches, conversion rose by an average of 31%.
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