Most websites are too big. Bloated. Overstuffed. Creaking at the seams. And it’s all really pointless because people don’t care about 90% of the content on them.Yet time and time again, brands insist on migrating all that unnecessary baggage to shiny new platforms. Why? Fear? Nostalgia? Laziness? Whatever the reason, it’s time to stop.
Let me say it loud and clear: your website doesn’t need to be this big. In fact, it really shouldn’t be. Here’s a little exercise you can do: Halve your content. Then halve it again. And, for good measure, halve it one more time. Okay, maybe that’s too much…go back a step. But you get the point.
_ _ _ _ _
Why do we Keep Hoarding?
Recently a friend told me about clearing out the loft of his family home. Thirty years of memories, all boxed up and gathering dust. When moving day finally came, what did they do? They moved all those boxes straight into the loft of their shiny new house! Action Man figures, ceramic dogs, THAT mermaid painting…the lot. Sound familiar?
This is exactly what brands do with their websites. Instead of taking the opportunity to declutter, they just migrate everything…every outdated blogpost, every redundant page, every forgotten PDF…into their new platform. It’s easier, sure, but it’s also pretty lazy. And it’s a missed opportunity to create something better.
Launching with an MLP (Minimum Lovable Product_
Here’s a radical idea: instead of migrating everything, launch with a Minimum Lovable Product. Strip your website down to the essentials, only what your users actually need and want, based on real data. Not what you think they want. Not what your CEO insists on keeping because it “feels important.” Just the most useful and relevant content.
You’ll get to market faster. A smaller content migration phase means less stress and fewer headaches. You’ll have the chance to overhaul the user experience, rather than just reproducing the same old problems on a new platform. And if, six months down the line, you really miss that one obscure page no one ever visited? Dust off the hard drive and bring it back. No harm done.
Do it for the Planet
Let’s think about this another way. Every piece of data on your website; every image, every video, and every line of code requires physical infrastructure to store and deliver. Servers, cooling systems, energy. It all adds up. And the bigger your website, the bigger your environmental footprint. Scary stuff.
As designers, developers, and content creators, we have a responsibility to reduce digital waste. Here are a few ways to start:
- Use dark mode. It's not just trendy, it saves energy! Especially on OLED screens.
- Opt for system fonts and lightweight image formats lie WebP.
- Minimise page size and reduce redunadant content. Less is more and all that.
By making thoughtful design choices, we can create websites that are not only better for user but also better for the planet. Faster, more efficient sites provide a better experience for everyone. No brainer, right?
The William Morris Website Checklist™
WilliamMorris once said, “Have nothing in your house that you do not know to be useful, or believe to be beautiful.” (He also makes a banging tea towel.) The same applies to websites. Here’s a checklist to help you create a lean, green, user-friendly site:
- Minimise page size and implement lazy loading.
- Use clean, efficient code and reduce HTTP requests.
- Choose green web hosting such as GreenGeeks, and work with efficient data centres.
- Reduce tracking scripts and monitor carbon emissions.
- Built for durability with a sustainable, lightweight CMS.
- Run your content pages through an AI tool. Ask it to reduce the length by 50%, keeping your brand tone and all of the key points. The technology is amazing at refining your work and it's lightning fast! I use this technique all the time to trim down length emails and project feedback. Not this sentence though it seems.
- Simplify designs and prioritise mobile-first approaches.
- Use System fonts, optimise video, and cache content where you can.
By following these principles, you’ll not only reduce your website’s environmental impact but also create a faster, more enjoyable experience for your users. It’s a win-win.
Be Bold. Slim Fast.
Slimming down your website isn’t easy. It takes courage to let go of content, toch allenge your team or boss and say, “No, we actually don’t need that page.”But the rewards are worth it. A leaner, greener website is better for everyone.So be bold. Be brave. And stop hoarding content! Your website has been officially fat-shamed.
