Focus on the Essentials

In the early years of my career, I worked at Quicken Loans, where a core philosophy was drilled into our culture: "Simplicity is genius." That phrase has stuck with me ever since, and now, as someone who helps small businesses with their Webflow websites, I see just how true it is in the digital space.

If you own a small business and built your own website, simplicity is your best friend. A website that is clear, focused, and easy to navigate will always outperform one that is overloaded with content, unnecessary pages, and excessive details. Let’s talk about why simplicity is genius when it comes to your website—and how you can apply it.

Your Website Should Mirror Real-Life Conversations

Think about how customers interact with your business in person. If you run a bakery, what are the most common questions you get? They probably sound something like this:

What’s on the menu?
How much does it cost?
Where are you located?
What are your hours?

Now, imagine if instead of answering these questions, you started giving an hour-long lecture on the history of breadmaking, the science of yeast fermentation, and your thoughts on gluten alternatives. Sure, some people might be interested, but most just want to know what you sell and how to buy it.

Your website should reflect this same principle. Give people the information they need, quickly and clearly. If you run an auto shop, focus on your services, pricing, location, and how to schedule an appointment. If you’re a photographer, show your portfolio, explain your packages, and tell people how to book you.

If you really want to share your deep industry knowledge, that’s what a blog is for. Blogs are a great place to dive into niche topics and establish authority in your field—but they shouldn’t overwhelm your homepage.

Less Is More: Trim the Excess

A common mistake DIY website owners make is adding too much. Too many pages, too much text, too many sections. Every extra click or scroll that a visitor has to make increases the chance that they’ll leave before taking action.

Here are some things you don’t need on your small business website:
❌ A long, bloated “About Us” page – A short paragraph and a photo of your team will do.
❌ Endless dropdown menus – Stick to the essentials: Home, Services, About, Contact.
❌ Too much jargon – Speak like you would to a customer in real life.
❌ Huge walls of text – Break up information into short, clear sections with easy-to-read headers.

The goal? Make your website effortless to navigate. A clean, well-structured site helps visitors find what they need fast—and that means more business for you.

How to Keep It Simple: Best Practices

Prioritize the Essentials – Your homepage should answer the key questions customers ask in person.
Keep Navigation Clean – A simple menu with 3-5 items is usually enough.
Use Clear Calls-to-Action (CTAs) – “Order Now,” “Book an Appointment,” “Get a Quote”—make it obvious what the next step is.
Optimize for Mobile – Most users visit on their phones, so your site should be mobile-friendly and easy to use.
Don’t Overload with Text – If you have a lot to say, put it in a blog. Keep core pages short and to the point.

Final Thoughts

If you’ve built your own Webflow website, take a step back and ask yourself: Is my site as simple as it could be? Does it answer the questions my customers actually ask, or am I overwhelming them with too much information?

The best websites aren’t the most complex—they’re the ones that make it easy for visitors to find what they need and take action. If you need help simplifying your Webflow site or want expert guidance on making it more effective, let’s talk. Reach out to us today, and let’s make your website as simple—and as powerful—as it should be.

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