Simplicity Demands Expanse

I guess it’s not a new law, but it’s a new thought to me. Last year in an intro to stats class I took, the thought was planted in my head that you needed a large sample in order to come to the most correct conclusion. So, in other words: you needed to do a lot of work to come up with a simple answer. Sometimes, even an obvious answer.

I can’t tell you how many times I’ve sketched out a logo and thought, “bam, it’s done,” and then spent hours fine tuning the smallest details—often never getting close to the appeal of the original sketch.

I redesigned my site last week because it wasn’t simple enough. I used analytics to determine the things people weren’t looking for and then cut those things. And, I gotta say: the new site was effective. I was getting way more job contacts direct from the site than ever before.

The Redesigned Menu

The year of freelancing under the old site taught me what was necessary to simplify the site to one page. Had I not put up a complex site, I wouldn’t have known what a simple site would look like. But I had overlooked a key piece of data that the analytics couldn’t have picked up on: my rates.

The Re-redesigned Menu

Yes, I was getting contacts, but from clients who were being filtered by my price. Suddenly I was getting contacts about t-shirt designs and vectorizing projects. $30 jobs that I hadn’t been asked about in a long time. It wasn’t until I saw how expansive the clientverse can be that I knew what I needed to refine the content down to.

Seeing big to see small. What a strange thing it is.

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