If there’s one website mistake I see more than almost anything else, it’s this:
Trying to get visitors to do too many things at once.
It doesn’t matter whether I’m reviewing the website of a small business, a church, or a nonprofit organization. This issue shows up everywhere. The homepage is filled with buttons, announcements, links, menus, promotions, events, downloads, social media icons, and multiple calls to action that all compete for attention.
Too Many
Competing Choices
The intention is usually good. After all, if something is important, why not put it on the homepage?
Unfortunately, that’s exactly where the problem begins. Instead of helping visitors find what they’re looking for, we often overwhelm them with choices. Rather than creating clarity, we create confusion. And when people feel confused, they rarely take action.
The Problem With Too Many Choices
Imagine walking into a restaurant and opening a menu that has 500 different meals. Instead of making ordering easier, it becomes stressful. You spend more time deciding, second-guessing yourself, and wondering if you’re making the right choice.
The same thing happens on your website. Within just a few seconds, visitors are trying to answer a handful of important questions:
- Am I in the right place?
- Can this organization help me?
- What should I do next?
- Is this worth my time?
If your homepage immediately presents ten different options, people have to work harder to figure out where to go. Most won’t. Instead, they’ll simply leave.
Why This Matters for Businesses
For businesses, your website should function like your best salesperson.
Imagine walking into a retail store and having five different employees immediately start talking to you about completely different products. One wants you to buy shoes. Another wants you to sign up for rewards. Someone else wants you to browse clearance items. Another points you toward customer service. It would feel chaotic.
Your website can create that same experience without you realizing it. If your primary goal is to generate leads, don’t bury your “Request a Quote” button beneath a dozen other competing actions.
If you want visitors to schedule a consultation, make that the obvious next step. Every page should guide visitors toward a single primary action that moves them one step closer to becoming a customer.
Why This Matters for Churches
Church websites often struggle with this even more because there are so many ministries, events, and opportunities happening every week.
It’s understandable. Every ministry leader wants their event promoted. Every announcement feels important.
But when someone visits your website for the very first time, they’re usually not looking for every ministry. They’re trying to answer a much simpler question:
“Would I feel comfortable visiting this church?”
Your homepage should help first-time guests quickly find answers to questions like:
- What time are services?
- Where are you located?
- What should I expect?
- Is there something for my kids?
- How can I plan my visit?
Once those questions are answered, visitors can naturally explore everything else your church offers. The homepage doesn’t have to communicate everything your church does. It simply needs to help someone confidently take their first step.
Why This Matters for Nonprofits
Nonprofits face a similar challenge. Many organizations are trying to communicate their mission, recruit volunteers, attract donors, share impact stories, announce events, collect applications, and provide resources—all from the same homepage. Again, none of those things are bad.
The question is simply:
What is the most important action you want a first-time visitor to take?
Do you want them to donate Volunteer? Request services? Learn more about your mission? Choose one primary goal and build the homepage around helping visitors accomplish that goal.
Everything else can still exist. It simply doesn’t have to compete equally for attention.
Simplicity Creates Confidence
One of my favorite principles in website strategy is this:
Confused people don’t take action.
When visitors immediately understand who you are, what you do, and what you want them to do next, they’re far more likely to stay engaged.
Good design isn’t just about making a website look attractive. Good design removes friction. It eliminates unnecessary decisions. It makes taking the next step feel natural.
A Simple Exercise You Can Do Today
Open your homepage and pretend you’ve never seen it before. Then ask yourself these questions:
- What is the very first thing visitors see?
- Within five seconds, is it obvious what you do?
- Is it clear who you help?
- Is there one primary action that stands out above everything else?
If you’re struggling to answer those questions quickly, there’s a good chance your visitors are struggling too.
Sometimes improving a website isn’t about adding more content. It’s about removing distractions.
Final Thoughts
One of the biggest misconceptions about websites is that success comes from including more information.
In reality, the opposite is often true. The most effective websites aren’t the ones that say the most. They’re the ones that make the next step incredibly clear.
Whether you’re running a business, leading a church, or serving your community through a nonprofit organization, your website should remove confusion—not create it.
So take another look at your homepage this week. If someone landed there for the very first time, would they immediately know what to do next?
If not, simplifying your message may be the single most valuable improvement you can make.
And in many cases, that one simple change can lead to more inquiries, more visitors, more donations, and more meaningful connections with the people you’re trying to serve.
