Definition:
A homepage, also called a home page or main page, is the root page of a website and the general reference point from which its identity, purpose and content are presented. It is normally located at the main domain address, such as www.arimetrics.com, although it is not always the first page a person visits.
The homepage helps people understand what the site offers and provides access to its main sections. It is not the same as the entire website; it is one of its pages and usually acts as a central point of orientation.
What a homepage is used for
The role of a homepage depends on the type of website, but its general purpose is to orient and direct visitors. An online shop, publication, platform and corporate website may need different content and user journeys.
Common functions include:
- Introducing the site: Explaining its activity, proposition or main subject with the necessary context.
- Supporting navigation: Providing access to relevant categories, services, products, content or areas.
- Prioritising information: Highlighting news, resources or tasks according to the needs of the site and its users.
- Building trust: Displaying verifiable information about the organisation, service or terms of use.
- Guiding actions: It may include a call to action when this supports the purpose of the page.
Many visits from search engines, links or campaigns arrive directly on internal pages. Therefore, the homepage is not necessarily the entry point for every session, although it remains a reference for returning to the top level and exploring the site.
Common homepage elements
There is no template that suits every homepage. Elements should reflect the content, audience and priority tasks, rather than being included simply because they are common on other sites.
A homepage may contain:
- Identity and main proposition: The name, brand and a clear explanation of what the site offers.
- Navigation: Menus and internal links that represent the main hierarchy without displaying every available URL.
- Featured content: Products, services, categories, articles or resources selected for their relevance.
- Internal search: This can be useful on content-rich websites but is not mandatory for small projects.
- Trust signals: Contact details, policies, references, terms or information about the organisation.
- Footer: Complementary access points, legal information and links that do not need to occupy the main navigation.
The composition should preserve a clear hierarchy across devices. Accessibility, readability, speed and working links are part of the experience, together with visual quality and consistency. These criteria relate to usability and the organisation of the site’s web architecture.
Homepage and landing page differences
A homepage represents the website as a whole and provides several possible routes. A landing page, by contrast, is usually created for a particular campaign, audience or action. The main difference is their scope and purpose, not whether either page contains forms or buttons.
A homepage can also support conversions, but it normally combines introduction, navigation and access to different areas. A landing page limits options to maintain focus, whereas a homepage needs to serve visitors with different needs.
Homepage and SEO
A homepage often receives many internal and external links and can help search engines identify the entity, subject and main sections of a website. However, it should not attempt to rank for every query relevant to the project. Internal pages may satisfy specific searches more effectively.
Useful practices include:
- Use a stable canonical address: Avoid duplicate root versions and maintain consistency across HTTP, HTTPS, subdomains and trailing slashes.
- Write a descriptive title and heading: Explain the identity and main function without accumulating keywords.
- Link to priority areas: Navigation and contextual links should reflect the actual website structure.
- Keep important content visible and understandable: Key messages should not depend solely on images, animations or interactive elements.
- Check performance and indexability: The page should be crawlable, load correctly and remain usable on its intended devices.
Homepage evaluation should reflect its objectives. Time on page alone is not enough: it is also useful to assess whether people find the appropriate section, complete a task, use the navigation or continue through a relevant journey.