Most B2B websites suffer from a “more is better” problem.

You want to show off every feature. You want to link to every resource. You want to offer three different ways to contact you.

But for your visitor, more options lead to more confusion. When people are confused, they do the easiest thing possible: they leave.

If you want to increase conversions, you don’t need more content. You need less friction.

The Paradox of Choice in B2B

In the B2B world, we often deal with complex products. We assume our customers need a mountain of information to make a decision.

The opposite is usually true. Your customer is busy. They are likely scanning your site while juggling three other tasks.

When you give them five different buttons to click, their brain has to work to decide which one is right. This is called cognitive load. The higher the load, the lower your conversion rate.

Implement the “Rule of One”

To fix this, apply the Rule of One to every high-value page on your site:

• One Clear Audience: Speak to one specific person (e.g., the Marketing Manager, not “everyone”).
• One Clear Problem: Address the single biggest pain point that person has right now.
• One Clear Action: Tell them exactly what to do next.

Audit Your Navigation

Look at your header. Does it have ten different links?

If you are sending paid traffic to a landing page, remove the navigation entirely. You want your visitor to focus on the offer, not get lost in your “About Us” page.

Simplify Your Forms

Every field you add to a sign-up form reduces the chance of someone finishing it. Ask yourself: “Do I really need their phone number and company size right now?” If the answer is no, delete the field. You can gather more data later in the sales process.

How to Guide the Eye

Visual hierarchy tells the visitor what is important.

Your “Primary Call to Action” (CTA) should be the most visually distinct element on the page. If your “Book a Demo” button is the same color as your “Read Blog” button, you are losing leads.

Use whitespace to give your main message room to breathe. Clutter is the enemy of clarity.

Pro Tip: The “Squint Test”

Open your website and squint your eyes until everything becomes blurry. What stands out? If you can’t clearly see your CTA button or your main headline while squinting, your page is too cluttered. Redesign the layout until the most important action is the only thing that pops.

Stop Guessing and Start Cleaning

Website optimization isn’t about adding “flair.” It’s about removing the obstacles between your visitor and the “Submit” button.

When you simplify the journey, you make it easy for customers to say yes.

Want to see where your visitors are getting stuck?

Get a free, instant breakdown of your website’s conversion hurdles. Head over to hmpgr.com and run your audit now.