One of the simplest ways to improve a website is to ask a blunt question about every page: what is your job? A page should either inform, guide, or convert. If it does not know which one it is, it is probably confusing the visitor. Pages without a clear purpose do not help; they just add noise.
Give each page a single responsibility
A page that tries to do everything usually does nothing well. Decide the one outcome each page is meant to produce, then arrange every element around that goal. When a page has a clear job, the headline, copy, and call to action all pull in the same direction.
Cut what has no purpose
If a page exists simply because it always has, consider deleting it. A smaller, focused site often performs better than a large, unfocused one. Every URL you keep should serve a real need. Quality over quantity applies to pages just as much as it does to the products you sell.
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