The Home Page Content Conundrum Explained

Although many website owners think that the home page of their site is the key to sales, this is often not the case. If your website is structured properly and the content is focused it is unlikely that the home page will ever, on its own, create a sale.

So what can we say about the home page?

One of the most important opportunities that the home page affords you is to allow the filtering of your website visitor traffic in a number of ways. If you're able to use your home page to direct traffic to appropriate pages based on who they are - the target audience type - then you may find a higher conversion rate.

Put simply, it has been shown that website visitors will click through on images and text that reflect themselves and/or the kind of product that they are interested in buying. Making full use of this on the home page and then providing relevant content on the destination page based on that click is a great way to meet visitor's expectations.

So, next time you are considering your home page content don't fall into the trap of trying to put everything on it. Instead, plan and structure your website so that key content is focused within the site itself and the home page acts as an index or signposting tool for that content.

Emerging Innovations are able to help with website content planning and structuring.