10. You Have Too Much Content

Part of the problem with content maintenance on large corporate websites is that there is too much content in the first place. Most of these websites have “evolved” over years, with more and more content having been added. At no stage has anybody reviewed the content and asked what could be taken away.

Many website managers fill their website with copy that nobody will read. This happens because of:

A fear of missing something: by putting everything online, they believe users will be able to find whatever they want. Unfortunately, with so much information available, it is hard to find anything.
A fear users will not understand: whether from a lack of confidence in their website or in their audience, they feel the need to provide endless instruction to users. Unfortunately, users never read this copy.
A desperate desire to convince: they are desperate to sell their product or communicate their message, and so they bloat the text with sales copy that actually conveys little valuable information.
Steve Krug, in his book Don’t Make Me Think, encourages website managers to “Get rid of half the words on each page, then get rid of half of what’s left.” This will reduce the noise level on each page and make the useful content more prominent.

Conclusions
Large organizations do a lot right in running their websites. However, they also face some unique challenges that can lead to painful mistakes. Resolving these problems means accepting that mistakes have been made, overcoming internal politics and changing the way you control your brand. Doing so will give you a significant competitive advantage and allow your Web strategy to become more effective over the long term.

10. 你的内容太多了

维护大型网站内容的一个问题是：太多的内容摆在首位。大部分这样的网站都是“进化”多年而来，于是越来越多的内容被添加进去。却没有任何回头审查内容的流程来思考：哪些是可以去掉了的。

很多网站的管理人员以没有人会读的复制的内容来充斥他们的网站。这是因为：

* 害怕失去了一些东西 ：把一切都放到线上，他们认为用户将能够找到他们想要。不幸的是，这么多可能的资料中，很难发现任何东西。
* 担心用户不理解 ：对网站疑惑是对受众缺乏信心，他们认为有必要提供无穷无尽的讯息给用户。不幸的是，用户大概从来没有阅读过这些。
* 强烈的说服欲望 ：他们急于出售他们的产品或传达讯息，所以膨胀化地发出销售信息，而实际上是传递了没有价值的讯息。

史蒂夫·克鲁格，在他的著作《Don’t Make Me Think》中，鼓励网站管理员“去掉每页上一半的话，然后再去掉剩下的一半”。这将降低噪音水平，并让有用的内容在每一页上都更突出。

结论

大型组织在运营自己网站上做了很多正确的事情。然而，他们也面临着一些独特的、可能导致令人痛苦的错误的挑战。这些问题的解决倚赖于接受那些已经犯的错误、克服内部政治以及改变控制品牌的方式。这样做将会给你带来重要的竞争优势，并让你的网络战略在长时间内更加有效。