Do less.

Websites don’t need to do much. They just need to do enough. For years, I thought a site had to be flashy—packed with graphics, links, and all the bells and whistles. But honestly? That’s noise. And noise doesn’t connect.

When you’re just starting out, the temptation is to look at the big players—the ones with endless pages and shiny widgets—and think, “I need that.” You don’t. Most of what you see on those sites is fluff. It works for them because they’ve been at it forever.

Instead, strip it back. Focus on the essentials: what do you do, why should people care, and how do they get started? That’s it. Simple, clear, and direct.

When I started cutting the fluff, my message came through louder. The less I tried to do, the more meaningful what remained became.

So, start small. Less is not just more—it’s better.

Steve Berry
Principal, Thought Merchants