Most organisations build a website without ever deciding what to focus on. So everything competes. The site becomes a record of what you could do, rather than a clear signal of what you do best.

Every program gets a page. Every service gets equal billing. Instead of a clear signal, the customer sees only noise. That’s how you can lose them.

It happens because focusing on one product or service feels like you’re ignoring the rest. But what happens is the opposite.

Focusing on one area establishes your expertise and makes you more memorable. The rest of your offering becomes the added value of an expert, rather than the vague list of options from a generalist.

A bakery doesn’t leave you wondering if they sell bread. It’s always front and centre. That doesn’t stop people popping in to buy a pastry or a sausage roll. In fact the better their bread, the more likely their pastries are good too.

The reputation and trust that surrounds your core offering, rubs off onto everything else.

Structuring your website can be hard. Especially when you have a lot to offer. Choosing to focus on one thing over another can be uncomfortable. But the truth is, if it’s not, you’re probably hedging.

The simple answer: provide direction, not options.