The short answer is No, but…

Home pages are where most businesses spend most of their tender loving care; obsessing about all aspects of structure, look and wording. For many sites the other hundreds of pages are often given scant attention.

The concept of the landing page is clearly one that has been around for some time and is used extensively, especially, in most web advertising. However, the design function of the home page as the funnel for all traffic on the site still remains a stubborn one.

Home page traditional

However, the way in which users interact with content on websites has changed. This is primarily caused by the way in which search engines provide search results. Increasingly, search engines are now diving much more deeply into home page content. Websites are designed with a linear top down architecture with the implication that will follow path from the house the deeper content on the site.

So what has changed?

Well, Search engines are continuing to refine their search parameters to obtain the answers for searcher. This involves digging below the home page of the site. This means that they now increasingly bypass the home page of a site.

Getting your visitor to relevant continues is brilliant but the next step in turning behaviour into conversions. And here is where the problem lies.

Many site’s deep pages don’t have any navigation to help the visitor move to other pages where can convert. It is a result they don’t engage fully with the and all your well targeted content fails to believe the new customer

Multiple home pages?

All pages are equal (we know that the Home Page still is most important) but so many other pages are home pages too.

The linking across the site as well as up and down is essential to move users around the site.

Home page new

So, where next?

These observations about how traffic arrives on site are not new. Marketers to help to bring customers to a particular landing-page have used these ideas.

However, many sites are concerned to create a deeper interaction with the site for visitors to view more content. But the point is that more many sites their view of how that content is to be found relates to a top down view of the site.

Take home ideas

  1. Think of every page as a possible home page (any page is a possible landing page).
  2. Decide what are the key actions that you would wish people to take from the home page. Make sure that you include them on pages that your visitors navigate to. You will not be able to include everything so it is essential that you review the business objectives of your site to ensure that you only include the most important.
  3. Review the site architecture and include cross-site navigation to enable visitors to move around the site to find content more directly.
  4. Develop a systematic approach to linking content through internal links.

Nic Eversett

Marketing Consultant