We don’t want to think more than we have to. Navigating and understanding a website should be simple – the more choices, the harder we make the user work. The responsibility for meeting a users needs and wants rests purely with the structure of information.
By flooding the architecture of your page with content, you are overwhelming the senses. Digesting the material becomes difficult for the user and therefore you deliver a counterintuitive experience. Information should be restricted at first glance, yet provide clear paths for the user to explore content if they are interested in doing so. Research what your targeted demographic is seeking and optimise your content using a priority hierarchy.
Simplicity and efficiency are qualities that should be cultivated to provide great user experience.