Nobody has ever left a website thinking: “You know what that needed?” “Another paragraph.” Yet that’s usually the first thing founders add when enquiries slow down. Not because they’re bad at marketing. Because they’re trying to help. “If I explain it better…” “If I tell them more…” “Maybe I need to mention this certification as well.” Seems logical. Then another section appears. A new framework gets squeezed in. Somewhere a second call to action pops up. Nothing disappears. Everything survives. Eventually the homepage turns into a storage unit. The strange part? Visitors aren’t leaving because they don’t have enough information. Most of the time they’re leaving because they haven’t found a reason to care yet. Those are completely different problems. I’ve finished reading websites that explained absolutely everything. Couldn’t tell you what the business actually wanted me to do. Funny how that works. More information feels like confidence to the founder. Less confusion feels like confidence to the visitor. That’s usually where I start when I’m auditing a website.