Where people arrive.
WHAT TO REMEMBER
People do not arrive at your homepage.
They arrive wherever a search or a link sent them.
WHAT THAT MEANS
Every page is a first impression and must work alone.
WHAT EVERY PAGE NEEDS
What this is Where the visitor is What they can do here How to reach the rest
WHAT TO CHECK ON YOUR MOST VISITED PAGES
Whether a first-time visitor would understand them without context.
WHAT TO INCLUDE
Enough orientation to make sense The next action
WHAT TO AVOID
Pages assuming the visitor read another one first Pages with no way onward
WHAT TO TEST
Open a deep page in a fresh browser and read it as a stranger.
WHAT THAT REVEALS
Every assumption about what the visitor already knows.
WHAT TO PRIORITISE
The pages that actually receive traffic.
Check your figures. It is rarely the pages you expect.
