Join our free live webinar on April 4 to further explore The Revenge of the Homepage and how shifting search behaviours are reshaping web strategy—plus three other major UX and content trends: Leveraging Design Systems, Acting Like a Media Outlet, and Flattening Your Navigation.
In a digital world once dominated by search engines, the role of the homepage is evolving. As Google search results become less reliable and AI-driven answers often bypass traditional search listings, organizations may want to rethink their approach. For some, building a website as a destination can be an effective strategy—a trusted resource that users return to directly. However, this approach isn’t right for everyone. It’s a strategy best applied selectively, focusing on the audiences an organization most wants to engage with and the topics most relevant to them.
The Problem with Search
Search engine optimization (SEO) has long been a pillar of web strategy. But now, Google’s evolving algorithms and AI-driven search results are shifting user behaviour.
- Google's AI mode is predicted to reduce the likelihood that users will click on search result links.
- Organic search traffic has become unreliable, with companies increasingly buying Google ads for searches of their own company name.
As a result, organizations can no longer depend on SEO alone to drive traffic. Instead, they must focus on ensuring their content is accessible and valuable to the right users, through multiple channels.
How to Build a Destination Website
To establish your website as a go-to reference, consider the broader customer journey. Users engage with websites for different reasons, and understanding these touch points is critical.
1. Identify User Intent
Map out the types of journeys you want to support:
- Bookmark-worthy content: Users visit repeatedly for trusted resources like opening hours, links to key portals, or reference materials.
- Trusted Information Hub: Users turn to your site for credible data, such as government regulations, health advice, or product specifications.
- AI-Appropriate Content: Some searches may be better answered by AI tools. For example, "What should I do in Toronto this weekend?" may not require your website to rank at the top.
- Timely Updates: For urgent information like event cancellations or crisis communications, your website should be a reliable and up-to-date resource.
- Building a Lasting Impression: For some organizations, creating a memorable homepage that reflects your brand’s personality can help build credibility.
2. Design for Engagement
Create clear pathways to your most valuable content:
- Offer intuitive navigation and effective on-site search.
- Develop clear signposting for important resources and information.
- Use storytelling and visual elements to create memorable content that leaves an impression.
3. Prioritize Value-Driven Content
Providing thoughtful collections of curated content that go beyond algorithm-driven results can differentiate your website. Curated content shows expertise and offers users value through handpicked resources, thoughtful commentary, or unique insights that may be difficult to surface through automated tools.
Instead of trying to answer every possible user query, focus on your organization's strengths. Ask yourself:
- What content can we create that no one else can?
- What information is critical for our audience to access directly from us?
4. Showcase Your Authority
Position your website as a trusted source by:
- Providing clear references and citations for factual content.
- Demonstrating expertise through original insights and well-structured information.
- Ensuring your content is cross-referenced within your site, so users don’t have to dig through endless navigation layers to find key resources.
Moving Forward: Creating a Resilient Web Strategy
In 2025, websites that succeed will focus on user-centric content strategies that break away from over-reliance on organic search. For some organizations, investing in their homepage and core value content will pay off. Others may find more value in strengthening their presence across trusted third-party platforms, building strong email campaigns, or emphasizing social media engagement.
Ultimately, success comes from understanding where your website fits into your audience's journey. And if you can provide uniquely curated content and ideas, you can elevate your website’s role and become a destination for your users.