---
title: American Extractions Product Page Restructuring
type: article
created: '2025-10-09'
updated: '2025-10-09'
source_docs:
- raw/2025-10-09-website-sync-americanasymmetric-93155391.md
tags:
- website
- content-strategy
- product-pages
- cta
- american-extractions
layer: 2
client_source: null
industry_context: null
transferable: true
---

# 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: [[clients/american-extractions/_index]] | [[meetings/2025-10-09-website-sync-american-extractions]]

---

## 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 [[knowledge/website/navigation-parent-pages-seo-rationale]]
- 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.