Does the ‘Home Page’ still matter in website design? I think ‘Proposition/Solutions’ page should replace the home. In my opinion we should show what the customer wants and give exactly what he has come in for. Not what we want him to see and not what we like him to act on.

Let me give an example to illustrate my point better. Last month, I travelled 200 miles north to attend an important business meeting. During the course of my travel to airport and flight there was none that mattered to me except for my business pitch and the ways to arrive at the desired meeting outcomes.  On the way back after the successful meeting, I rewound the whole scenario to relish my success. The mental video played from the moment I walked out of my house.  Believe me, my mental video was kind of blurred and did not record my journey details or even the air hostess. It picked up signal and played good as soon as I walked into the conference room in my customer’s office. Something struck me blind and hard – that our mind is a fascinating thing. It can focus on what it wants and nothing else. It just discards whatever that comes on the way till the goalpost is reached. Mind boggling, really!!

Why should the home page be the most prime real estate in the website? Shouldn’t it be your propositions and solutions to your customer’s pains? Recent web research data supports my viewpoint – data says that more than 50% of web traffic originates from a different section in the site and not from its home page.  Fair enough… I think.