If you are designing your website under the assumption your users are visiting your homepage first, you are doing it wrong.
Think about how your audience arrives at your website and how they might travel through it. Better yet, think about how you move through websites when you browse the internet.
We like to think of website homepages as front doors into our business, and they certainly do give good curb appeal, nicely packaging up your company’s branding, value proposition and imagery in one beautiful place. But your homepage isn’t the only door into your site, and if you are ignoring the possibility that website visitors could be coming in through the back door, side door or even the garage, you could be doing your website a disservice.
But your homepage isn’t the only door into your site, and if you are ignoring the possibility that website visitors could be coming in through the back door, side door or even the garage, you could be doing your website a disservice.
A lot of site visitors arrive at websites through Google searches. If your pages are well-optimized they could land on any page within your website. In fact, they definitely will land on an internal page if that is the page with content that best matches what they are searching for.
With this in mind, your internal pages should be designed with that user experience in mind. They shouldn’t assume someone has seen the homepage first or is following the story of your website in any particular order. On the flipside, your website shouldn’t assume people will automatically continue to click through all of your pages to see what you are about.
Getting a handle on user experience is a critical part of the website design process when figuring out how your website could best work for you.
Your pages need to be prepared to move visitors through the sales funnel and closer to conversions no matter where they first land on your site. Utilizing tools like Google Analytics can help inform this process, identifying popular internal landing pages and soughing out where people might be bouncing from your site.
One thing’s for sure, reviewing analytics will give you a clearer picture of how people actually travel your site and probably knock your possibly over-inflated opinion of your homepage down a few pegs.