As a web designer who works with service-based businesses—especially women entrepreneurs—I’ve seen firsthand how too many offers can quietly sabotage conversions.
You’ve spent hours crafting packages, naming your services, and creating beautiful pages for each one. But instead of clicking “book now,” your dream clients are bouncing. Sound familiar?
Let’s talk about why less is often more when it comes to your service menu—and how streamlining your offers can actually increase conversions.
How Many Offers Should your Service-Based Business Have?
The “Too Many Tabs” Problem
Think of your website like a storefront window. If there are 10 signs shouting different messages—some offering this, others offering that—it’s overwhelming. The same thing happens when your services page looks like a buffet of options.
Clients don’t want to figure it out. They want to be guided.
When you offer too many services, visitors have to think harder, compare more, and make more decisions. And the more decisions they have to make, the more likely they are to make none at all.
So… How Many Offers Is Just Right?
There’s no magic number, but here’s what I recommend:
1 to 3 Core Offers
For most service-based businesses, 1 to 3 core offers is the sweet spot. Here’s why it works:
- It simplifies your messaging: You can speak directly to each offer’s ideal client without confusing overlaps.
- It’s easier to design around: Your website flows better, your copy is clearer, and your call-to-actions are more focused.
- It builds confidence: Fewer choices make your clients feel like they’re making the right one, not missing out on the others. This is the biggest piece—we don’t want to create decision fatigue, we want to make it EASY.
Structure Your Offers Like a Menu (Not a Junk Drawer)
Here’s one structure I often use when designing websites for clients:
- Signature Offer – Your hero service. This should be front and center. It’s the one you want to be booked out with.
- Starter Offer – A bite-sized version of your service. Great for new clients or those with smaller budgets.
- Premium Offer – A high-touch, VIP experience. For your clients who want the red carpet treatment.
These three tiers hit a range of needs without overwhelming your audience. Look around at other service-based businesses and I can bet they’re likely doing some version of the above. Heck, it’s what I do too! My Website in a Week is my core service, while my templates are my starter offers. I don’t advertise more custom options, these are things we talk through when we’re on our discovery call. If it makes sense for the client, then we go there!
Still Want to Offer More?
Yes, I get it, a lot of us have a A LOT to offer. So, how do we offer more without overwhelming people? You can! Just tuck your “bonus” services behind the scenes. Here’s how:
- Mention add-ons during discovery calls
- Create custom quotes for special projects
- Send private pages or PDFs to qualified leads
This keeps your public-facing site clean and conversion-friendly, while still giving you flexibility. For example, I don’t publicly offer email, marketing services or ongoing web support on my website, but I do offer this to my past clients.
Simplifying = More Sales (And Better Clients)
When I help clients redesign their websites, trimming down their offer list is often one of the biggest breakthroughs. Suddenly, their brand feels elevated. The site is easier to navigate. The copy writes itself. And—best of all—bookings go up. I know, it seems weird that less options leads to quicker decisions, but it does. Just think about ordering from a menu at the Cheesecake Factory to ordering from a menu at a farm to table restaurant that’s got a small menu. The first is wildly overwhelming and exhausting and the second makes your decisions easy so you can go about enjoying your meal!
If your current services page feels like a laundry list, it might be time to simplify. Think about your most popular, profitable, and joyful-to-deliver services. Lead with those. If there’s ones you HATE, don’t offer them. Before you know it, your business will feel more streamlined and become
Because the truth is: when you clarify what you offer, your dream clients feel clear about saying yes.
Need help simplifying your services on your website?
Let’s make your site a conversion machine—without overwhelming your audience. Inquire about your web design project here!
