Choice Paralysis: Focus Your Website To Increase Conversions

March 31, 2024

Tyler Suomala

Founder of Growthitect

Your website might be offering too much.

Yes, you read that right.

You’re probably overwhelming your visitors with choices. And this is one of the most common issues I see across nearly every single architecture firm website.

Someone scrolling through your homepage will be presented buttons to:




Ironically, a website visitor will be less likely to do any of those things.

Why? A little condition called Choice Paralysis.

What is Choice Paralysis?

Choice paralysis happens when people are faced with too many options. It leads to indecision and often ends with no action taken at all.

It’s like standing in the cereal aisle unable to pick because there are just too many kinds of granola. (Not speaking from experience or anything…)

If you’re like me, you face choice paralysis every time you open Netflix. There are so many options that I usually just end up watching something on live television.

So how do you know if your website suffers from choice paralysis? Here are a few signs:

  • Visitors bounce quickly, rarely engaging deeply with any content. This means that they’re unlikely to remember your firm.

  • Key actions you want visitors to take, like contacting you or viewing your portfolio, are ignored. This means your firm lost your opportunity to turn them into a lead.

  • Analytics show that users navigate aimlessly, without a clear journey through your site. This means instead of learning about your firm, they weren’t able to find what they were looking for.

Why does this matter?

Because it directly impacts your firm's ability to connect with potential clients. Instead of engaging, visitors leave. They don't schedule that consultation or sign up for your newsletter because they can't decide what to do next.

What’s the Solution?

Simplicity is key.

Your navigation (at the top of your website) and your footer (at the bottom of the website) are where website visitors can explore all of the options, if they so choose.

But the content on each page of your website should guide visitors smoothly to your desired action(s), and I recommend having no more than two desired actions.

Here's how to streamline your website and increase conversions to your desired actions:

01 // Define your primary call to action (CTA)

What is the one action you want every visitor to take? For most, this will be booking a meeting or consultation. Make it clear and compelling. Refer to my CTA guidelines for extra help.

Primary CTA examples:

  • Get in touch

  • Meet with us

  • Start your project

02 // Select a Secondary CTA (optional)

This is your backup option. It should support your primary goal, not compete with it. It’s for “shoppers” that aren’t ready for your primary CTA yet but still want to stay in touch. Lead magnets and/or newsletters will typically be the best option here.

Secondary CTA examples (referencing a lead magnet or newsletter):

  • Get the guide

  • Subscribe

  • Learn more

03 // Audit your website

You have two goals when you audit your website:

  • Minimize choices: Go through each page. If there’s a link or button that doesn’t serve your primary or secondary goal, consider removing/replacing it. The goal isn’t to remove value from your site, you just want to reduce choices.

  • Maximize your CTAs: Don’t be afraid to use your primary and secondary CTAs multiple times on each page. A good rule of thumb is that there should be a CTA in at least half of the webpage sections. Repetition reinforces the message and the goal.

04 // Analyze and adjust

Use website analytics to see how changes affect visitor behavior. Review metrics like:

  • Bounce rate

  • Average time on page

  • Average session duration

  • Conversion Rates

  • Leads generated

  • Meetings booked

Depending on your firm’s setup, these are either tracked within Google analytics or your website CRM.

Look for increased engagement with your CTAs and deeper interaction with your content.


Too many choices on your website can lead to choice paralysis, where visitors do nothing. Simplify your website by focusing on one to two main actions you want visitors to take.

  1. Define your primary CTA

  2. Select a secondary CTA (optional)

  3. Audit your website

  4. Analyze and adjust

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