Complexity meets clarity

How to design a website structure that can handle complex services and still stay clear and user-friendly

A broad portfolio of services and products is a clear competitive advantage – you can meet more than one customer need and solve more than one problem. However, presenting such a wide range of options is a challenge. If your customer gets lost in a flood of information, they might end up choosing nothing at all.

We tackled this challenge head-on with a project for Chargee – a tech company focused on e-mobility. Chargee doesn't just sell software or charging stations. They offer an entire ecosystem, from network design through hardware and software to management, billing, and customer support. But how do you show all of that on a website without overwhelming the user?

Complexity isn't a weakness – when it's structured well.

The brief was clear: show that Chargee can do it all. But it had to be communicated clearly, in a way each target group could understand.

The original website wasn't performing as expected. Not only was it hard to navigate, but it also failed to guide visitors through what Chargee truly offers. Many left with the impression that Chargee was "just a charging station supplier," when the reality was much more comprehensive. The problem wasn't the offer itself – but how it was presented. A well-structured website guides the customer step by step, delivering information gradually as needed.

So we decided to rethink the structure altogether. Instead of a traditional "Services" section with a long list of offerings, we proposed dividing the site by audience and specific solutions.

This way, visitors can instantly see where they fit – right from the main menu. They receive information tailored to their role. Developers receive a different message than fleet managers; cities perceive something different from households. Some content is repeated – and that's intentional. Because people only read what's relevant to them. And everyone needs to hear their specific arguments – not someone else's.

How to design a structure that "holds together" – without overloading

We adhered to several key principles in designing the site. First: navigation had to be intuitive enough for customers to orient themselves immediately. That's why we focused the main menu on "solutions," not products or services.

Second, every page had to communicate its central message clearly – not necessarily briefly, but in a well-organized manner. We used a simple hierarchy, short information blocks, and strategic repetition of key benefits.

Design played a crucial role. Clean layouts, consistent iconography, readable headings. And most importantly: intentional use of space and color contrast. All of this helped make the site easy to navigate.

The result: a site that feels simple – but covers an entire ecosystem.

The new Chargee site now clearly shows that e-mobility isn't just "a plug in the wall." It's a complex process involving planning, installation, management, support, network integration, and billing. That's precisely why it makes sense to find a partner who can handle it all. We layered this idea throughout the content – sometimes as a headline, sometimes as a more detailed explanation. In the end, the visitor understands the full scope of Chargee's offer – without getting lost in the details.

Beyond making key information easy to find, the structure now also works as a sales tool. Sales representatives use the site in meetings, referencing it, showing specific sections as supporting material, and using it to educate clients. The website is no longer just a digital business card. It's part of the sales process.

If you want to say a lot – say it smart.

The Chargee project demonstrated that complex topics can be communicated simply. The key isn't to dumb down the content – but to shape how it's delivered. Finding the right balance between structure, clarity, and business impact. That's where good UX and well-written content make all the difference.

If you're facing a similar challenge – whether it's a technical solution, broad service offer, or multiple target audiences – start with the structure. Don't ask, "What do we want to say?" Instead, ask: "Who's going to read this, and what do they need to know right now?" The rest will fall into place.

Want a website that presents the full complexity of your services – simply and clearly?

Get in touch. Together, we'll find the right way to say what your customers need to hear.