Which Page Is the Most Important on Your Website?
If you run a small business, you’ve probably got a website (or you’re thinking about one). But have you ever stopped and asked yourself – which page really matters the most?
Is it the homepage? The About Us page? Your product or service pages? Or maybe those sneaky little landing pages that only show up from adverts or email links?
Let’s have a proper chat about it. We’ll break down what each page does, why it matters, and how to work out which one deserves the most love and attention.
The Homepage – Your Digital Front Door
Your homepage is the first thing people see if they type in your web address or click on your logo. Think of it like the front door to your shop. It sets the tone, gives people an idea of what you’re about, and hopefully convinces them to stick around.
But here’s the thing – not everyone starts on your homepage. These days, thanks to Google and social media, visitors might land on any old page first. Still, your homepage is important because it acts as your website’s base. It links off to everywhere else, it shows your branding, and it’s where people go if they get lost, you do link to the home page from all the other pages don’t you?.
So, is the homepage the most important? It’s definitely up there. But it’s not the only page that deserves attention.
The About Us Page – More Than Just a Backstory
“Oh, no one reads the About Us page,” they say. But guess what? Loads of people do. In fact, when customers are deciding whether to trust a small business, the About Us page is often where they go to sniff around a bit.
This page gives you the chance to show the human side of your business. You can tell your story, explain why you do what you do, and give people a reason to like you. And people buy from people they like, right?
For small businesses, especially ones that are just starting out or working locally, the About Us page can be a massive trust-builder. It might not sell a product directly, but it helps warm people up to the idea.
So no, don’t skip it. And don’t treat it like an afterthought either. A good About Us page can make all the difference.
Your Product or Service Pages – Where the Magic Happens
Now we’re getting into the pages that do the heavy lifting. If you sell stuff, your product pages are where people find out what you’re offering, how much it costs, and (hopefully) hit that “Buy Now” button. If you provide a service, your service pages explain what you do, who it’s for, how it can help the visitor, and why someone should hire you.
These are often make-or-break pages. People don’t just need to see what you offer – they need to understand why it’s right for them. That means writing clearly, showing benefits, adding real photos if you can, and making it dead easy for someone to take the next step. It also means not adding all your products or services to a single page as that can be overwhelming and hide what the visitor is looking for, not to mention making it difficult for Google to decide what the page is about so that it can rank it in the searches.
Whether it’s clicking “add to cart”, booking a call, or filling in a contact form – these pages are where conversions happen. So yeah, they’re kind of a big deal.
If you asked, “Which page actually makes me money?” – this would probably be your answer. But we’re not done yet…
Landing Pages – The Secret Weapons
Individual landing pages are like those back doors you only use when someone’s invited. They’re often not linked in your main menu. Instead, they’re designed for a specific purpose – maybe from a Google ad, an email campaign, or a social post.
These pages are laser-focused. No distractions. No random links. Just one message, one offer, one goal. They’re all about converting visitors into leads or customers.
Think of a landing page like a pop-up shop. It’s there for a reason, it’s got a clear purpose, and it’s meant to do one job well.
If you’re running ads or doing any kind of marketing campaign, landing pages can easily become the most important part of your site – at least for those efforts.
So… Which One’s the Most Important Then?
Alright, time to answer the big question. Which page is the most important?
The honest answer? It depends.
Yeah, we know – not what you wanted to hear. But let’s break it down a bit more.
- If you’re just starting out, your homepage and About Us page matter loads because you’re building trust and helping people get to know you.
- If you’re actively selling something, your product or service pages need to do the heavy lifting. They’re where the money’s made.
- If you’re running marketing campaigns, your landing pages might be the top dog – because they’re where conversions happen.
Each page has a job to do, and if one of them isn’t pulling its weight, the whole site can suffer.
What Should You Focus on First?
If you’re short on time (and let’s face it, who isn’t?), here’s a rough idea of where to start:
- Homepage – make sure it’s clear, welcoming, and gives a good overview of what you offer.
- Product/Service Pages – these should be simple, honest, and make people want to take action.
- About Us – tell your story and build a bit of trust.
- Landing Pages – create these as you need them for specific campaigns or offers.
You don’t need to have it all perfect straight away. Websites can grow and change. But getting the basics right now will save you a lot of stress later.
Tips for Making Every Page Work Harder
No matter which page you’re working on, here are a few tips that can help you get more from it:
- Write like a human – forget the jargon. Talk like you would to a customer in person.
- Use real photos if you can – people connect better with real faces and places than with stock images.
- Make your call to action clear – every page should have a next step, even if it’s just “Get in touch” or “Learn more”. Tell the visitor what you want them to do, don’t leave them to guess.
- Check it on your phone – depending on what you sell or what service you provide, it’s possible that loads of people will visit from their mobiles, so make sure your pages look good and load fast there.
- Update it now and then – your business changes, so don’t let your site go stale.
Final Thoughts – It’s a Team Effort
So, which page is the most important? Honestly, it’s a bit like asking which part of your car is most important – the engine, the wheels, or the steering wheel?
They all need to work together. If one bit’s missing or broken, the whole thing struggles.
Your homepage grabs attention. Your About Us page builds trust. Your product or service pages explain the value. And your landing pages get results from your marketing. Together, they make your website do what it’s meant to – bring in more customers.
So, instead of picking just one favourite, give each page a bit of love. That way, your whole site will work harder for your business.
Need a Hand?
If you’re feeling a bit stuck or overwhelmed with your site, don’t worry – loads of small business owners feel the same. Whether it’s tweaking your homepage or building a new landing page, a little help can go a long way.
Got questions? Drop them in the comments below or get in touch – I’m always happy to chat websites over a cuppa.