Is the Home Page Dead?

Probably not. But advances in search-engine accuracy have helped users more effectively zero-in on relevant bits of information and spend less time “browsing” through pages of a site.

In the past, a Web site’s index page used to carry much more weight. The “home page” design was typically prioritized above everything else, regarded as the logical starting point users would view when visiting your site. Its over-emphasized importance may have been a relic of print-era thinking, the digital equivalent of the magazine cover —people spend a couple seconds on it then move on.

The Web isn’t print, nor is it static in form. It’s a dynamic medium that constantly changes. The idea of a single point of entry or linear path of navigation taken by every user is a limited way to think about digital engagement. Just take a look at your site analytics to better understand where your visitors are spending the bulk of their time. Prioritizing the design of secondary and tertiary pages is where design teams should probably focus more time and effort.