ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Home Page is Dead RIP: Make Every Page Seem Like a Home Landing Page

Updated on November 20, 2016
janderson99 profile image

John uses his scientific skills (PhD) & experience developing 50+ websites to research, review & evaluate SEO, website design, Social Media

It is startling to realise that the first page many visitors to your site will see is not your homepage. Studies have shown that traffic to home pages, on most large websites, even newspapers and directories are declining, reaching only 20-30% of traffic in most cases.

The reason is that most people find your site via search and social media for you individual pages or articles. They never see or know about your home page unless they specifically search for it. This has important consequences not only for the time you spend constructing and maintaining your home page, but also for the site navigation and the design of all your pages.

This article discussed these issues.

Your home page is dead and abandoned. RIP. Discover what to do now for a modern design for your website
Your home page is dead and abandoned. RIP. Discover what to do now for a modern design for your website | Source
Your website may have a unique twist, but users only find the individual pages and may never see your home page.
Your website may have a unique twist, but users only find the individual pages and may never see your home page. | Source
Modern Websites are like a collection of self-contained units, each with their unique attributes and owners
Modern Websites are like a collection of self-contained units, each with their unique attributes and owners | Source
Design all your pages to showcase your brand, but to be stand-alone like self contained apartments
Design all your pages to showcase your brand, but to be stand-alone like self contained apartments | Source

Why Do Users Bypass or Not Find Your Home Page?

Most people find you pages deep in the site via search and social media. Some people may have your site listed in their favorites, but otherwise it is hardly likely that your home page will rank well, because it is unlikely to be competitive within a short-tail general topic and set of keywords. The only exception is if you create pages in narrow long-tail niches, perhaps using a URL that contains your target keyword.

So why do most people go directly to pages deep within your site?

► Google Search Queries will locate a relevant page on your site for specific keywords

► Social Sharing - When someone shares a specific page from your site, followers will click on that specific link and go directly to that specific page, bypassing the home page.

► More of your users and audience are using mobile devices. Classic navigation and directories do not work well on mobile devices.

► Email Marketing will generally link to specific pages on your site

RIP The Homepage - What Should You Do Now?

Stop spending so much time designing and maintaining it. This applies to the site map and navigation within the site. The 'Home Page" is essentially similar to all your other pages. Provide a simple description of what your site is about, build the brand and provide simple navigation to the other pages on the site. Use a Google Search tool to help users find what they want rather than a directory structure (see below).

► Dump your directory tree structure and use the Google Search Tool that you can add to every page on your site for navigation. This is a much better way for users to find what they are searching for. It lists several alternative pages for users to choose from. Abandon your directory tree structure and folders and use a flat structure. You can still have pages for groups of pages on various topics, but they don't need to be in folders.

► Split your site into several smaller sites using separate URLs - This helps you to better target your users and potential audience using a narrower topic.

► Treat every page of your website like a homepage, especially for branding - The demands for Mobile First web design mean that your information needs to be condensed and your information succinct and well organised. Put a brief 'brand' section at the top of each page.

► Adopt a Flat Site and Directory Structure - If your home page is dead, so is your directory structure. No one navigates that way any more, or no one will find your directory. A flat directory structure using key headings on similar pages is better. Adding the Google search tool to every page provides a common way for people to find other pages on your site. Add a list of links to related articles or pages on your site

► Put the Google search tool for your site, on every page. This is the best way for users to navigate to other pages or to find what they are after.

► Spend less time on home page - Simplify your home page down to the bare essentials.

Adopt Mobile First Designs- Consider mobile first designs for your site to further simplify your design and to provide what your users need quickly and easily. Provide answers to their question or provide solutions to the problem that brought them to your site. Provide simple links to other pages that may better satisfy their needs. Identify what you want your user to do and then provide the answer and pathways.

► Apply Search Engine Optimization for EVERY PAGE - apart from 'contact', 'sitemap' and other housekeeping pages.

© 2015 Dr. John Anderson


Submit a Comment

  • Mel Carriere profile image

    Mel Carriere 

    3 years ago from San Diego California

    Outstanding stuff. I have definitely discovered that social media and search engine hits are what it is all about. I am definitely going to take your advice about putting the google search tool on all my blog pages. I have noticed that when I do search engine tests Google might give me a preference because I maintain my blogs with them. Great hub.

  • janderson99 profile imageAUTHOR

    Dr. John Anderson 

    3 years ago from Australia on Planet Water

    It is the search box at the top of the page!

  • peachpurple profile image


    3 years ago from Home Sweet Home

    wow, a detail hub but how do I insert google search tool at hubpages?

  • Rachel L Alba profile image

    Rachel L Alba 

    3 years ago from Every Day Cooking and Baking

    I never even thought of that. How could we get people visit our home page?

  • tillsontitan profile image

    Mary Craig 

    3 years ago from New York

    You've made some valid points and certainly things that will help people with their websites.

    Voted up, useful, and interesting.

  • MsDora profile image

    Dora Weithers 

    3 years ago from The Caribbean

    Makes a whole lot o'sense. Thanks for sharing these helpful insights.

  • Larry Rankin profile image

    Larry Rankin 

    3 years ago from Oklahoma

    Very interesting to know. One need not spend so much time on their homepage if it isn't even going to be visited much.

  • lyoness913 profile image

    Summer LeBlanc 

    3 years ago from H-Town

    Great tips! I could care less about my home page - but not for the above mentioned reasons. More like.. I am too lazy to care! LOL


    PS- Cool pictures

  • LindaSmith1 profile image


    3 years ago from USA

    Good tips! I use them now and my traffic for my own sites, even brand news ones is very good.

  • prairieprincess profile image

    Sharilee Swaity 

    3 years ago from Canada

    Very interesting. I have a few websites, and this certainly gives me food for thought. It does make sense that most traffic comes via Google and social media, both which do not use the home page.


This website uses cookies

As a user in the EEA, your approval is needed on a few things. To provide a better website experience, uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at:

Show Details
HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
LoginThis is necessary to sign in to the HubPages Service.
Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
AkismetThis is used to detect comment spam. (Privacy Policy)
HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the or domains, for performance and efficiency reasons. (Privacy Policy)
Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
MavenThis supports the Maven widget and search functionality. (Privacy Policy)
Google AdSenseThis is an ad network. (Privacy Policy)
Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
Index ExchangeThis is an ad network. (Privacy Policy)
SovrnThis is an ad network. (Privacy Policy)
Facebook AdsThis is an ad network. (Privacy Policy)
Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
AppNexusThis is an ad network. (Privacy Policy)
OpenxThis is an ad network. (Privacy Policy)
Rubicon ProjectThis is an ad network. (Privacy Policy)
TripleLiftThis is an ad network. (Privacy Policy)
Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)