How much information you display per square pixel is as relevant as what you say.

Share too little, and you risk underwhelming people. Share too much, and you may overwhelm leads and users.

Balancing info density is how you meet people where they’re at.

Also, that’s how you guide them through the entire conversion process. It’s about offering just enough information to encourage action and move them from one step to the next.

But how little is too little and how much is too much?

To answer this question, we must talk about information density.

Definitions

What’s information density?

This term refers to the amount of information you display within a given space.

Whether in website copy, sales decks, or onboarding docs, info density impacts how easily people process your messages.

Keep in mind: Information density is not about the number of words used per square pixel. It’s about the number of ideas and data conveyed within that space.

Information density ranges from low to high.

Low-information density

At its low end, info density involves a minimal amount of data relative to the space it occupies.

The message may seem clear and easy to digest. Yet it may lack key details, under-informing leads and users.

It’s basically minimalism for the sake of minimalism.

There are two types of low-information density:

• Granular: Lack of key info at the level of website segment, slide, doc subchapter, and more.
• Broad: Lack of key info at the level of landing page, overall website, slide deck, onboarding doc, and more.

❗ Risks:

When confronted with low-info density, leads and users may:

• Feel underwhelmed or annoyed, which is not good when you want to establish a connection.
• Be unable to grasp the full value of your software
• Misunderstand your message because of lack of context or substance
• Perceive your SaaS brand as ‘unreliable’ or ‘murky.’
• Delay their action to sign up or use your software because they lack key info.
• Disengage with your product as they don’t have the full picture.

High-information density

At its high end, info density involves a large amount of data packed into a small space.

The message may seem all over the place and difficult to digest. It may also include unnecessary details that dilute the main idea.

In other words, it feels cluttered.

There are two types of high-information density:

• Granular: Cluttered website segments, slides, doc subchapters, and more.
• Broad: Cluttered landing pages, overall SaaS website, slide deck, user docs, and more.

❗ Risks:

When confronted with high-info density, leads and users may:

• Feel overwhelmed, unable to keep up with the info volume.
• Struggle to identify your product value, which is diluted by too much data.
• Misunderstand your message, as there’s too much info to digest.
• Perceive your SaaS brand as ‘overcomplicated’ or ‘unfriendly.’
• Delay their action to sign up or use your software because of info overload.
• Disengage because … it’s just too much and they’re already mentally fatigued.

Is there a middle ground? A way to avoid underwhelming or overwhelming leads and users?

Optimal information density

Balancing information density is a way to meet people at the stage they’re in:

• First-time website visitors who want a quick sneak peek.
• Curious visitors who want to learn a bit more about the product features.
• Leads comparing your product with other options.
• Prospects wanting specific software details during demo calls.
• Users interested in getting results with the platform as fast as possible.
• Paying customers wanting to explore advanced options.

There’s no standardized way to know how much (or how little) info is too much (or too little).

But each stage requires a thoughtful balance of detail—enough to inform but not overwhelm.

And there are ways to achieve an optimal info density.

Let’s discuss them.

→ The foundational question

Identify the exact information people need at a specific stage.

This helps clarify the purpose of each section, slide, page, sales deck, user doc, or other content type. The goal is to make messages relevant to leads’ or users’ current needs.

Before creating a message, ask yourself: What’s the one thing people must know at their stage by consuming this specific message?

This question will help you include the right amount of information.

Not too little, so the full picture is clear. Not too much, so you don’t dilute the message. This way, people can grasp that one thing you want to deliver.

• Example: When writing copy for a feature page, ask yourself: “What does a lead need to know to move from interest to signup for the free trial?”

→ One idea, supporting details

Convey one core idea or message at a time. Include details that explain and reinforce the main idea. This approach prevents cognitive overload and keeps the message ultra-focused.

• Example: The main idea can be ‘the easy setup’ of your software. Supporting details might include: no help needed, one line of code that reduces setup time to 1 minute, and more. There’s one idea, but additional info reinforces it—all without overwhelming potential leads.

→ Layered content

Structure information in a hierarchy. Present basic or high-level information first. Then, include more detailed information later in the same flow.

You can use this approach in documentation or content-heavy pages. You can make complex topics easier to digest by breaking them into sections and layers.

• Example: Start with a feature page that provides an initial overview. You can then include detailed sub-features, their capabilities, and specific use cases. This way, people can decide whether they want to stay at the overview level or dive deeper.

→ Progressive disclosure of information

Present the essential details. Reveal advanced info only when people indicate they’re ready for it—whether by interacting, scrolling, or clicking.

This helps people to focus and engage with the info you provide, while reducing the cognitive load. They can decide on their own whether they want or need more information.

• Example: If you introduce a new term on your landing page, you can include a ‘Read More’ CTA to a doc that explains the concept. Or you can add a tooltip that appears when people hover over an element.

→ Contextual content

Tailor messages based on people’s behavior, what they’ve already done, and what action you want them to take next.

Map a user’s actions. Identify the areas they may be struggling with or the questions they may have. Then, create messages you’ll display when they reach that specific milestone.

By doing so, you’ll progressively disclose information. You’ll make messages feel timely, personal, and helpful.

• Example: If a user is accessed a new feature for the first time, show them quick tips about that feature.

Questions to consider:

• What’s the one message you want to deliver through a specific page section, slide, or doc?
• Do you provide enough context for leads and users to understand the message? Is there key information missing?
• Are there any unnecessary details you could remove without losing clarity or value?
• Does the message encourage the user to learn more or take the next step?
• Are the messages structured in a way that allows people to digest information progressively? Or are they presented all at once?
• Is the information density tailored to the lead’s or user’s stage in their buyer’s journey?