Why are we still fixated on the website home page?
In every website project, stakeholders place enormous emphasis on what the homepage will look like.
That’s appropriate—at a certain level. Your website is the face of your organization. The assumption is that the homepage is where visitors get their first—maybe only—impression of your brand, your offerings, and the value they’ll get from you.
Because stakeholders across the organization attach so much importance to that presumed entry point, the homepage can be a hotly contested property. Everyone wants to be represented, so they jockey for position and prominence, assuming that a strong homepage position translates into improved outcomes for their particular objectives.
However, in complex B2B organizations—and particularly in member-based associations—you’re speaking to multiple, often wildly diverse, audiences. And when your homepage tries to connect with all of them, you’re likely to fail to connect to any of them.
How do you present a homepage that communicates value—without mixing your messages?
The answer may be simpler than you think: Stop thinking of the homepage as the single point of entry into your site.