From brain dump to website structure

If you tried last week's brain dump exercise, you probably ended up with a long list of everything someone needs to know before working with you.

How did it go? Did you surprise yourself with how much information you came up with? Reply and let me know - I love hearing about these breakthroughs!

Now comes the question everyone asks: "How do I organize all of this without overwhelming people?"

This is where most people make a crucial mistake. They try to cram everything onto their homepage because they want visitors to have "all the information they need." But more information doesn't equal better conversions - it usually means the opposite.

Today, I'll show you how to organize your brain dump into a website structure that guides people instead of overwhelming them.

Look for Patterns in Your List

Before you start thinking about pages, read through your brain dump and look for natural groupings. You'll probably notice patterns like:

Process questions: "What happens after I contact you?" "How long does it take?" "What do I need to prepare?"

Credibility questions: "Have you worked with people like me?" "What results have you gotten?" "What's your background?"

Business questions: "Why did you start this business?" "What's your approach?" "What do you believe about X?"

Logistics questions: "How much does it cost?" "When are you available?" "Do you work with people in my location?"

Objection-handling: "What if it doesn't work?" "Is this right for someone at my level?" "How is this different from other options?"

Start grouping similar questions together. Don't worry about perfect categories - just notice what naturally belongs together.

Think Pages, Not Sections

Here's where the magic of organization happens: each group of questions usually points to a specific page.

Process questions → Services page Credibility questions → About page + testimonials/case studies Business questions → About page Logistics questions → Services page + FAQ Objection-handling → Throughout the site, but especially Services and FAQ

You're not just deciding what pages to have - you're figuring out what each page needs to accomplish based on real visitor concerns.

The "Just Enough" Principle

This is the most important concept in website organization: give people just enough information to take the next step, not everything they could possibly want to know.

Your goal isn't to answer every question someone might ever have. Your goal is to answer enough questions that they feel confident taking the next step in your process.

If your next step is a consultation call, they don't need to know your entire methodology upfront. They need to know enough to feel confident booking that call and what comes next.

If your next step is a purchase, they don't need to know every detail about your background. They need to know enough to feel confident buying.

Consider Your Ideal Client's Decision-Making Style

Not everyone needs the same amount of information to make a decision:

Quick decision-makers want the basics: what you do, proof it works, how much it costs, how to get started. Too much information actually slows them down.

Research-heavy decision-makers want more details: your process, your background, case studies, FAQ sections. They need to feel fully informed before moving forward.

Higher-ticket services typically require more trust-building and objection-handling than lower-priced offerings.

Think about your ideal client and how they typically make decisions. Price point matters too - someone spending $200 has different information needs than someone spending $5,000.

Don't Overdo Your Navigation

If you have more than 4-5 main navigation items, you're probably overwhelming visitors.

Most websites need:

• Homepage (your main message + clear next step)

• About (credibility + connection)

• Services (what you offer + process + pricing)

• Contact/Work with Me (how to get started)

Everything else can be a subpage, footer link, or integrated into these main pages. Resist the urge to give everything its own top-level menu item.

Remember: Websites Evolve

Your website doesn't have to answer every possible question from day one. Start with the most common concerns from your brain dump and add more information as you learn what people actually need.

Pay attention to the questions prospects ask during discovery calls or the objections that come up repeatedly. Those are signals about what your website might be missing.

Your Turn

This week, take your brain dump from last week and group similar questions together. Then think about what pages those groups suggest you need.

Don't do anything else yet - just map out the structure. You want to see the big picture before you start writing content.

TL;DR: Group similar questions from your brain dump, think about what pages those groups suggest, and remember that your goal is giving people just enough information to take the next step - not everything they could possibly want to know.

Next week: How to make your website work for you even when you're not actively promoting it - the systems and boundaries that pre-qualify leads and save you time.

Talk soon!
Stacey