Website Fatigue
The exhaustion users experience with bloated, complex traditional websites that make them work too hard for basic information.
Definition
Website Fatigue is the user exhaustion and frustration caused by traditional websites that:
- Have 500-900 pages of content
- Force users through complex navigation structures
- Require downloading whitepapers or ebooks to learn basic information
- Make users complete traditional buyer journeys
- Hide pricing, features, or key details behind walls
The Three Questions Users Actually Want Answered
- What do you have?
- How much does it cost?
- Can I use it?
That's it. Users don't need elaborate storytelling, extensive case studies, or multi-page product tours before getting these basic answers.
The Instant Gratification Era
We live in an instant gratification world. Users expect:
- Answers in seconds, not minutes
- Direct information, not marketing fluff
- Transparency upfront, not gated content
- Simple navigation, not complex site hierarchies
The New Reality: I don't need to scroll through 500 pages. I don't need to go through the traditional buyer journey. I don't need to download a piece of content and educate myself.
Why Websites Got So Bloated
Traditional marketing wisdom said:
- More content = better SEO (thousands of blog posts)
- Complex buyer journeys (awareness → consideration → decision)
- Gated content (capture leads before providing value)
- Feature showcases (dozens of pages explaining every feature)
- Social proof overload (endless testimonials and case studies)
This worked in the 2010s. It doesn't work in the 2020s.
The Problem with Traditional Websites
Navigation Overload: 7 top-level menu items, each with 5-10 sub-items. Users don't know where to start.
Information Hiding: Pricing hidden behind "Contact Sales." Features buried in PDFs. Specifications scattered across dozens of pages.
Mandatory Marketing: Can't access the product without watching the demo video, reading the case study, and subscribing to the newsletter.
Slow Load Times: Heavy images, tracking scripts, pop-ups, chat widgets, cookie banners—all slowing down the experience.
Symptoms of Website Fatigue
Users experiencing website fatigue will:
- Bounce quickly — Leave if they can't find info in 10-15 seconds
- Ask AI instead — Go to ChatGPT and ask "What does [Company] do?"
- Skip to competitors — Look for simpler, clearer alternatives
- Distrust the brand — If you hide pricing, what else are you hiding?
The Solution: Tight Websites
Your websites should be tight:
- Minimal pages — 10-20 core pages, not 900
- Clear navigation — 3-5 top-level items max
- Transparent pricing — Show it upfront or explain why you can't
- Fast answers — Answer "What? How much? Can I?" in the hero section
- No gates — Provide value freely; capture leads through value, not barriers
I just need to know: Can you do the job or not? Can you provide the information or not?
Website Fatigue in the AI Era
AI accelerates website fatigue because users can now bypass your website entirely:
Traditional Path:
User → Google Search → Your Website → Navigate pages → Find answer (maybe)
AI Path:
User → Ask ChatGPT → Get answer (with or without your brand mentioned)
If your website is bloated and hard to navigate, AI models will either:
- Struggle to extract accurate info (leading to hallucinations)
- Skip you entirely (recommend competitors instead)
How to Combat Website Fatigue
- Audit ruthlessly — Delete 80% of your pages if they don't serve the core questions
- Structure for scanning — Use headings, bullet points, tables—not paragraphs
- Front-load information — Put key facts in the first 100 words
- Optimize for AI extraction — Use semantic HTML and structured data
- Test with real users — Can they answer the 3 questions in 30 seconds?
Related Concepts
Learn More
Read the full memo on this paradigm shift:
AI as a Marketing Channel: The Search Engine Sunset →