Your Homepage Isn't Dead...
Your homepage isn’t dead, it’s becoming a conversation
Why does this matter now ?
When people land on your brand, they’re increasingly arriving via a question, either asked in Google, an AI overview, or a chatbot. As Fortune recently argued, we’re moving from “clicks” to “questions," and that shift changes what a homepage is for. It is less a billboard, more a concierge.
What’s changing ?
🔍 Intent-first journeys - Visitors show up with a job to be done, not to browse menus.
⚡ Answers over architecture - If your page can’t resolve a specific question quickly, users bounce to wherever they get a direct answer.
💬 Chat as the front door - Search, site search, and chat are converging into a single, guided conversation.
Implications for teams
✍️ Content strategy - Write for the questions people actually ask. Structure content with clear answers, FAQs, comparisons, and policies.
🎨 Design - Elevate “ask and get” patterns, prominent search, smart chat, and contextual prompts, over deep navigation.
📈 Measurement -Track resolved intents and time-to-answer alongside classic web metrics.
🤝 Ops - Keep a living knowledge base that marketing, product, and support update together.
Our perspective
At Modern Citizens, we see homepages evolving into “conversation hubs.” Visuals still matter, but they support guided discovery: prompts like “Compare plans,” “Security details,” or “What’s right for me?” replacing guesswork with clarity.
Key Takeaway
Treat your homepage as the starting point for an intelligent dialogue. If you design around the questions your audience actually asks, you reduce friction and increase confidence, all without adding complexity.
Have you seen this shift in your analytics or customer feedback? What’s the most common question your homepage should answer but doesn’t yet?
