The main landing experience is critical to setting the tone for the user. It has to be everything to every type of user you have – from every type of segment – and work for every type of traffic pattern you have available. It must support destination traffic as well as transitional / pass-thru traffic. Most importantly it has to support the first-time visitor as well as repeat users.
Most users will make your home page their entry point to other parts of your website. If your website is not advanced enough to support customized content based on the visitor’s segment or visit count, you must offer the broadest range of information to satisfy as many users as possible.
I recently completed a napkin sketch (digitized here for your enjoyment) that meets what I feel most users need in way of information to drive them deeper into this website’s content.
ROLE: UX Strategy