Every site starts lean and ends up as an attic. Pages arrive for a campaign, a partnership, a launch that was important for a quarter. Nobody deletes them, because deleting feels like losing something. Visitors, meanwhile, are looking for a way out of the attic.

What we cut, and how we chose

For one studio client we audited every page against a single question: does this help a stranger decide to talk to us? Thirty-one pages failed. We folded their best paragraphs into nine stronger pages and redirected the rest.

Enquiries doubled within a quarter, and the support inbox got quieter. People were finding the answer because there were fewer places to get lost.

Fewer pages, more craft

A smaller site is also easier to make beautiful. Nine pages can each have a distinct layout, proper imagery and motion that was tested on a phone. Forty pages share a template and a shrug.

Before you add a page, find one to remove. The balance sheet of your website should be neutral at worst.