Goal orientation is a "disposition toward developing or demonstrating ability in achievement situations". (wikipedia)
When you design the website, think what is the goal. Is the website for selling products? Or is that for showing good products? In normal e-commerce website, the goal should be the first one. Website is just a tool to help the business to achieve the goal. Good looking website != Good website.
Is the word used in common, not only in your industry? If not, you should be careful. People will be afraid of something they don't know.
Does the content make visitors want to be the customers? If not, you shouldn't use the content. If the content requires a lot of resources, that's a bad content.
If there are many options to choose, give a description helping user's chose. It doesn't matter how great the product is, it matters telling how it's worth buying. Explain why user should buy the product. You have to tell how the product makes user happy.
Look at popular services' contents. There is no FAQ content. Because it is easy to use, and the explanation is clear. That is the ideal design.
Customizability is great, but it makes user confused if it's too flexible. Most of user wants to buy the same one on the photo easily. Does Adding One More Question Impact Survey Completion Rate?