Why is the homepage not important?
Posted: Mon Feb 17, 2025 9:35 am
In the last AITOMoviny, we asked how you perceive the importance of the home page. You surprised us. The results were exactly 50:50 . Half of you think that the home page is not the most important - and they are right, it really is not.
The home page is not the most important
A homepage is a non-saleable business card
Fewer and fewer customers visit the homepage. Ondřej Ilinčev, one of the leading Czech design experts, states that in 2003, an average of 39% of visitors visited the homepage , while in 2009 it was only 19%. In our experience, most companies pay attention primarily to the appearance of the homepage .
"However, this is complete nonsense. Most customers come to the website homeowner database from a search or from a click-through ad . In both cases, however, the click takes them to the product page or to a category. The homepage serves more as a business card. But no one will buy based on a nice business card," warns Tomáš Odl.
Homepage says what you do
The homepage should primarily tell the user who you are, what you offer, and where they can buy the service or product. Its design also has its own rules and reflects trends.
The homepage is meant to be attractive, similar to a storefront window, but the product pages and their texts are supposed to really sell, you can imagine them as a shelf and a salesperson. When the text or salesperson explains the benefits of the product to you.
Most users use the homepage as a signpost . They quickly move on to the product or service that is attractive to a particular user.
Guide the user away as quickly as possible
We are observing another trend. The homepage is gradually ceasing to meet conversion goals (i.e., placing an order, making a purchase, making an inquiry, registering for a customer program, etc.). On the contrary, the conversion rate is increasing for pages offering services or directly product pages.
This trend needs to be reflected in the entire design of the website and its navigation structure. It is necessary to guide the user from the homepage to the issues that interest them. And to focus on an attractive presentation of services or products.
If you don't make the user buy, another website will . Online competition is huge today. Any website that realizes the importance of individual pages gains an edge over the others.
The home page is not the most important
A homepage is a non-saleable business card
Fewer and fewer customers visit the homepage. Ondřej Ilinčev, one of the leading Czech design experts, states that in 2003, an average of 39% of visitors visited the homepage , while in 2009 it was only 19%. In our experience, most companies pay attention primarily to the appearance of the homepage .
"However, this is complete nonsense. Most customers come to the website homeowner database from a search or from a click-through ad . In both cases, however, the click takes them to the product page or to a category. The homepage serves more as a business card. But no one will buy based on a nice business card," warns Tomáš Odl.
Homepage says what you do
The homepage should primarily tell the user who you are, what you offer, and where they can buy the service or product. Its design also has its own rules and reflects trends.
The homepage is meant to be attractive, similar to a storefront window, but the product pages and their texts are supposed to really sell, you can imagine them as a shelf and a salesperson. When the text or salesperson explains the benefits of the product to you.
Most users use the homepage as a signpost . They quickly move on to the product or service that is attractive to a particular user.
Guide the user away as quickly as possible
We are observing another trend. The homepage is gradually ceasing to meet conversion goals (i.e., placing an order, making a purchase, making an inquiry, registering for a customer program, etc.). On the contrary, the conversion rate is increasing for pages offering services or directly product pages.
This trend needs to be reflected in the entire design of the website and its navigation structure. It is necessary to guide the user from the homepage to the issues that interest them. And to focus on an attractive presentation of services or products.
If you don't make the user buy, another website will . Online competition is huge today. Any website that realizes the importance of individual pages gains an edge over the others.