By Emma Veitch-George, Managing Director at Thrive
After a restorative summer break in Italy, I had the opportunity to step back from the day-to-day operations at Thrive and reflect on some of the most common issues we see with our clients’ websites. This time away, surrounded by the simplicity and beauty of Italian life, highlighted a recurring theme: the power of simplicity and how often it’s overlooked in business communication.
The complexity conundrum
One of the most prevalent challenges we encounter with our clients is their tendency to overcomplicate things. Whether it’s cramming too much information onto a page, using industry-specific jargon, or trying to showcase every possible feature of a product, the result is often the same - customers get lost in the complexity. They leave websites not because they aren’t interested, but because they can’t easily find the information they need.
This issue stems from a well-intentioned desire to provide value and showcase expertise. However, what we’ve learned at Thrive is that more information doesn’t necessarily translate to better communication. In fact, the opposite is often true. The more cluttered and complicated your message, the less likely it is to resonate with your audience.
The curse of knowledge
Another common problem we see is what I call the "curse of knowledge." Many business owners and teams are so deeply immersed in their products and services that they forget their customers don’t share the same level of understanding. This can lead to messaging that assumes too much, leaving potential customers confused and disconnected.
In my experience, businesses often struggle to step back and view their website from the perspective of someone who is unfamiliar with their offerings. They assume that certain details are obvious or that industry terminology is universally understood. However, this mindset can create significant barriers for potential customers who might otherwise be interested in what the business has to offer.
The Thrive Approach: simplicity as strategy
At Thrive, we’ve made it our mission to help businesses avoid these common pitfalls by embracing simplicity. My time in Italy reinforced just how powerful simplicity can be. Whether it’s a beautifully prepared dish with just a few ingredients or a conversation that cuts straight to the heart of the matter, simplicity allows the essential to shine through.
We apply the same principle to our work with clients. Our approach starts with stripping away the noise and focusing on what really matters to your audience. We work to distill your message down to its core elements, ensuring that it’s clear, concise, and compelling. This doesn’t mean dumbing down your content or cutting out important details. It’s about making your website easy to navigate and your message easy to understand. We combine straightforward copy with impactful visuals, creating a seamless experience that guides visitors toward the information they need and the actions you want them to take.
Why this matters
In today’s fast-paced digital world, your website is often the first impression potential customers have of your business. If that impression is cluttered, confusing, or overwhelming, it’s unlikely to lead to a conversion. On the other hand, a website that communicates its message clearly and simply can persuade visitors to engage, explore, and ultimately, convert.
As the Managing Director of Thrive, I’ve seen firsthand the transformative impact that a focus on simplicity can have on our clients’ businesses. By taking the time to distill your key messages and present them in a way that’s easy to digest, you not only improve the user experience but also increase the likelihood of turning visitors into loyal customers.
Moving forward with simplicity
Reflecting on my time away, I’m more convinced than ever that simplicity is the key to effective communication. It’s a principle that we’re doubling down on at Thrive, and one that I believe every business should embrace. As we continue to work with our clients, our goal remains clear: to help them create websites that are more than just functional - they need to persuade and convert by delivering a clear, compelling message.
So, if you’re feeling like your website is doing too much - or not doing enough - let’s have a conversation. Sometimes, the best way forward is to step back, simplify, and let your true value shine through. You can talk to our team here.
