Do you have stakeholders in your organization constantly asking to be featured on your site’s home page? Well, the trick may be on them!
The truth is, users find their way into your website in many different ways. While the homepage may be a popular entry point, if your search engine marketing tactics (search engine optimization, pay-per-click ads, etc.) are working properly, users are finding their way to the exact landing page on your site that can answer their question. They may never see the home page!
Analyzing Top Landing Pages
So, where are users landing? Google Analytics makes it easy to find out how users are entering your website.
Follow these steps to get a report of your top landing pages. Remember: landing pages, in this instance, are defined as the page your site visitors first land on when they arrive.
- Log in to your Google Analytics account.
- In the left menu, click on “Behavior.”
- Next, click on “Site Content” and then “Landing Pages.”
You’ll probably notice that the home page is the top result in this report. This is to be expected, of course, but pay attention to the rest of the report. You’ll find plenty of opportunities to create more value for users depending on the most popular places users land.
Once you have this information, it’s time to take action and be sure you’re welcoming them to your website no matter how they arrive.
Building Helpful Interior Pages
If users are landing on your interior pages and not your home page, it’s important to remember that these users need to be welcomed to your site as well as given an opportunity to complete their task/goal. Whether they are looking for a physician, location information or help with understanding the services your organization offers, this is your opportunity to answer their questions (after all, it was probably a search query that lead them to this page in the first place!)
Here are some guidelines to follow that will help you improve your most popular site landing pages:
- Always have a strong call-to-action that allows the user to take the logical next step.
- Provide any contact information or a way for the user to obtain that contact information easily.
- Build your site’s information architecture so it is easy to move around and find other information if the user needs to do a bit more research.
- Always provide a method to return to the home page. This is usually done by making your logo clickable and gives users a way to start over with meeting their goal when all else fails.
So the next time an internal stakeholder asks for space on the home page, be sure to talk to them about what user need the information is filling and where it will actually best serve the site visitors.
All-in-all, it makes sense that users find their way onto your website via various paths. And remember, by focusing too much energy on the home page you may neglect those users that came in the windows and not the front door.