People aren’t arriving politely through the homepage. They’re landing on your site from search results, AI answers, Slack threads, Reddit links, group texts, and screenshots—straight onto interior pages that possibly haven’t been touched in years.
And those pages? They assume context users don’t have.
Here’s the lens marketers need now:
Every high-traffic page is a first impression.
Your homepage is no longer the gatekeeper. It’s just another stop. For most users, it’s not even the first one.
If an interior page can’t quickly answer:
- Who this is for
- Why it matters
- What problem it solves
- What to do next
…users won’t navigate deeper. They’ll exit and keep scrolling elsewhere.
High-performing teams design entry pages, not just homepages. They treat product pages, service pages, and pillar content like standalone landing experiences.
What to do this week
- Identify your top 5 non-homepage entry pages in analytics.
- Add a clear value statement and next step to each one.
- Stop assuming users will “figure it out” through navigation.
Critical Minute takeaway:
If your site only works when someone starts at the homepage, it doesn’t work at all.
