When building websites, we help our clients determine what the main purpose of each page of the site is for. At times, it can be difficult to narrow down to a single goal. At rare times, it gets a out of control and “everything on the page is important”.

If everything on a page is important, then nothing stands out and it’s just hard to read. All bold, all large fonts, and all a huge mess.

Greg McKeown said it well in his book Essentialism:

The word priority came into the English language in the 1400s. It was singular. It meant the very…