There was a time when your homepage was the place every visitor landed. People would type in your URL, hit “enter”, and be greeted by a carefully designed digital shopfront. Fast forward to today, and that picture has changed. Many users now arrive through search engines, social media, or direct links to specific content. So, does the homepage still matter or has it become irrelevant?
Why the homepage still matters
Even if fewer visitors arrive through it, the homepage still plays an important role. It acts as your brand’s anchor point: the place people go when they want the big picture. Who you are. What you do. Why they should trust you.
It sets the tone, creates a strong first impression, and provides a central hub that ties the rest of your website together. For that reason alone, it isn’t going anywhere.
The rise of “side doors”
The reality is that most journeys now begin elsewhere. A Google search may land someone on a blog post. A LinkedIn share may direct them to a service page. An advert might lead straight to a campaign-specific landing page.
These are the side doors to your business — and they might be the very first experience someone has with your brand. That’s why relying solely on the homepage to “do the talking” is no longer enough.
Consistency is key
If every page is a potential homepage, then every page needs to cover the basics:
- Branding that reassures visitors they’re in the right place.
- Clarity about what you do and how you help.
- Calls-to-action that guide users towards the next step.
In other words, each page should stand confidently on its own while still feeling part of the bigger whole.
Examples of brands rethinking their homepages
Some businesses have already started to shift how they treat their homepages:
- Single-purpose homepages that focus on one clear action, such as signing up for a service.
- Stripped-back designs that feature a headline, a strong call-to-action, and minimal navigation.
- Personalised homepages that adapt depending on the visitor’s location, behaviour, or past interactions.
Not every business needs to go to such extremes, but these examples show how flexible the homepage can be when reimagined.
So, is the homepage dead?
Not at all. It remains vital for brand identity and first impressions. But it’s no longer the only front door. In today’s web, every page can be an introduction — which means the whole site should be designed to welcome, inform, and guide users, not just the homepage.
