Refined, Not Reduced – Navigation Series, Part 2
Your services page might be trying to do too much.
If you’ve got 12 packages, 3 discovery options, and something called “Custom Tier X” you might be unintentionally overwhelming visitors who just want to know what you do and how to start.
It’s like one of those diner menus where the pancakes are on page 4, the breakfast combos start on 7, and by the time you reach the omelets, you’ve forgotten why you’re hungry.
The Diner Menu Problem
Just like a diner, your site may have grown by addition:
- You added a new service… and kept the old one.
- You renamed something but left the original copy somewhere else.
- You created options “just in case someone asks.”
The result? You’re offering everything but your best stuff is buried, scattered, or diluted.
Clarity Is Not Reduction
This series isn’t about minimalism. I’m not telling you to cut your services down to one.
It’s about refining the menu so people don’t need to read the entire thing to find something that fits.
Consider:
- What do people ask for most often? Lead with that.
- What do you want to sell more of? Highlight it visually.
- What’s dragging down your energy? Move it off the main path or wrap it into something simpler.
The Harrison Ford Problem
Think of your service lineup like Harrison Ford’s career.
Yes, he’s Indiana Jones. Yes, he’s Han Solo. But he’s also done dozens of great, lesser-known roles. Unfortunately, the market typecast him. He didn’t hate those iconic parts—but they weren’t the full story.
Your services page shouldn’t make you feel stuck in a hat and a whip. It should reflect where your work is now and guide visitors to what they’ll actually benefit from.
What You Can Do Today
Open your services page and ask yourself:
- Is this layout clear to someone who doesn’t know me yet?
- Am I pushing my best work forward—or just everything I’ve ever offered?
- Would I hire me based on this page?
Recommended Reading
Essentialism – Greg McKeown
Not a design book, but a powerful lens for thinking about what really matters and how to make that clear to others.
Final Reminder
I’m not here to tell you what to cut. I’m here to help you bring your best work into focus so the people who need it can actually find it.
Coming Next:
Table of Contents vs. Table of Chaos
(A short guide to helping people skip ahead without losing the plot.)
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Refocus Plan
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- Mobile + layout fixes (up to 3 pages)
- Speed optimization (cache, plugins, images)
- Rank Math or SEO plugin setup
- One-time performance summary
