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Your homepage isn’t the most important page on your website

March 31, 2020 - Fifteen

There is a common misconception in web design about the importance of the homepage. While it is crucial to ensure your homepage is right for your business, it will not necessarily be the first page that your audience views.

Analysing data for your website, you are more likely to see users arriving on specific pages within your site through search engines such as Google, especially if you are using PPC and this percentage is only going to get higher and higher as people look to Google to find reputable businesses that provide the services they need.

To maximise conversions we need to ensure that as much thought and attention to details goes into every page of your website, not just the homepage, ensuring the user is provided with the information and result that they need to convert with your business.

Structure your content

It is quite common for people to overload the homepage with information, ensuring it says everything about the business and team that runs it in one place, which can be counterproductive. Instead, you should be thinking of your homepage as a window into your business, lightly touching on everything you offer and how you differ from your competitors to entice your audience into finding out more. This will highlight your core offering and the key areas of your website and, if this is their first point of call on the website, begin to lead your audience on a journey.

Our focus should now be on the inner page design, providing the details to your offering and most importantly, an endpoint that is going to get them to convert.

Get them to convert

No matter what page your user lands on they should be delivered a considered journey that leads them to an endpoint. Whether this is a product to purchase, a number to call or a form to fill in, we want to make sure each page guides the user to the next step and we don’t leave them hanging or guessing on where to head next.

The mistakes are made when people only prioritise this on the homepage and we can turn our audience from a user to a customer by adding something as simple as a contact form that encourages them to get in touch or request a callback.

Build credibility and trust

Throughout your website, you should be building credibility and trust which you can do through several simple additions. Testimonials and case studies speak volumes for you as a business, giving honest feedback from peers across the industry and situations that your audience may be able to relate to.

You may even work with some great brands that will allow you to display their logos on your website and give instant recognition that you work with some of the great brands in their industry.

Accreditations and awards are also a great way to display that you are at the top of your game and fully compliant to any industry standards.

Relay the benefits

While it is crucial to talk about you as a business you should always be relaying how that adds benefit to your audience. You should have great USP’s and be delivering these to the audience in a way that benefits their needs and interests as this is the best way to show what you can bring to the table for them as a business.


The journey of each page is crucial to turn your audience into a customer, each page should be considered with the user in mind and provide an endpoint that will allow them to take the next step. Your content should lead them through the website and relay the benefits of how working with you will impact their business for the better. Contact us now to find out how we can create a website that is tailored to your clients and needs.

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