American Extractions Product Page Restructuring
Overview
During a website review sync on 2025-10-09, Karly (Asymmetric) and Caitlin (American Extractions) identified a structural problem with the product pages: the overview-level Products & Services page contained more robust content than the individual product pages it linked to. Clicking "Learn More" actually gave visitors less information. This article captures the agreed restructuring strategy.
See also: [1] | [2]
The Problem
The Products & Services overview page held two detailed paragraphs per product, while the individual product pages (Stick Packs, Gummies, Tinctures, ClearMix, etc.) contained thinner, sometimes placeholder content. The result was a counterintuitive user experience: the deeper a visitor navigated, the less they learned.
"Technically, you're learning less if you click on it." — Caitlin Doak
Agreed Restructuring Strategy
1. Swap Content Between Overview and Individual Pages
Move the more robust two-paragraph product descriptions from the Products & Services overview page down to the individual product pages. The overview page can retain shorter summary copy. This ensures the individual pages reward deeper navigation and support SEO with more keyword-rich content.
2. Update CTAs from "Order" to "Request Samples"
The current CTA on individual product pages reads "Order," which does not reflect how American Extractions actually sells (B2B, sample-first). Agreed replacement options:
- "Request Samples" (preferred)
- "Request More Information"
- Avoid generic "Contact Us" — considered overused
The exact label was left to Asymmetric's discretion, with "Request Samples" as the leading candidate.
3. Consolidate and Revise Icon Sections
Each product page currently has two icon sections. The decision was to remove the duplicate and keep only the top icon section, then ensure all icons are accurate for that specific product. Key notes:
- OSHA Compliance icon is inaccurate and should be removed
- "Third-party tested" was flagged as a reliable, always-applicable icon to retain
- Caitlin will review remaining icons with Mark and provide a final set per product page
- Four icons may be used instead of five if a fifth accurate option cannot be identified
4. "Numerous Possibilities" Section — Product-by-Product Treatment
This section works well for some products but not all. Agreed approach by product:
| Product | Treatment |
|---|---|
| Stick Packs | Keep — fits well (different flavors, sizes, actives, applications) |
| Gummies | Keep with revisions — similar variety arguments apply |
| Tinctures | Likely remove or simplify — limited variation (flavors, potencies only) |
| ClearMix | Repurpose — rename section and use it to highlight the three distinct ClearMix products instead |
The section title "Numerous Possibilities" should be updated to something more accurate where it is retained.
5. Remove Placeholder / Inaccurate Copy
Several sub-headlines and body sections still contain filler text or inaccurate claims (e.g., "no sugar" applied to products that are not all sugar-free). Caitlin will supply updated copy per page once the structural strategy above is confirmed.
Content Delivery
Caitlin agreed to provide Asymmetric with:
- Updated icons (and replacements for inaccurate ones) per product page
- Revised body copy for individual product pages, reflecting the swapped content strategy
- ClearMix section breakdown for the repurposed "Numerous Possibilities" area
Karly will relay the full set of changes to the developer after the content is received, with a review checkpoint at the Monday follow-up meeting.
Related Decisions from the Same Session
- Navigation: keep Products & Services and About Us as standalone clickable pages (SEO value, captures users who click parent nav items directly) — see [3]
- Images on product pages to be reduced in size and shifted to landscape orientation
- "Award-winning and certified" section to remain hidden until certifications are confirmed
- CTA and icon changes apply across all individual product pages, not just one
Broader Pattern
This content-depth inversion (overview page richer than detail pages) is a common artifact of iterative website builds where overview copy is written first and detail pages are filled in later with less attention. When auditing any client site, check that navigating deeper always rewards the visitor with more detail, not less.