07-20-2007, 10:52 AM
Quote:I believe the traditional concept of a homepage still has value in the expanding web. The value now occurs at a different point in the buying cycle. Not long ago people would do their research then go to a website to learn more about the company, the company's products, so on and so forth.
Now people are doing the bulk of their buying research online. Search and offer-specific entry pages have to be simpler than traditional homepages because visitors aren't going to spend a lot of time figuring out where to go to do what they want to do. People entering a site via an offer or search query are essentially entering a site via a different mnemonic brand than what is traditionally recognized as a brand. Their purpose and goal is completely different from that of visitors coming in through the front door. Their mindset is more akin to the person at a fast-food drive-thru window. They're too busy to get out of the car. Their goal is to quickly get something they know they want and be on their way because they have other things to do. Specifically, things they place more value on than spending time with you and your site...
full article: http://imediaconnection.com/content/15839.asp