Who should be responsible for your homepage?

Key takeaways

Who is responsible for the homepage should have one answer: a named person who decides what changes, keeps facts current and reads the numbers. In a small business that is often the owner or a marketing lead. Others give input through a simple request route. Without an owner, homepages drift into clutter and go out of date.

• One named owner decides; others suggest.
• The owner keeps facts current and reads the numbers monthly.
• Changes go through a simple request route and a change log.
• Developers and agencies build; the owner decides.

Why does the homepage need one owner?

The homepage needs one owner because everyone in a business has a reason to want space on it: a new service, an award, a vacancy, a partner logo. Without someone who can say no, each request is added and the page slowly fills with competing messages. One owner keeps it focused on the main action.

• Why your homepage is not converting visitors into customers
• Stop designing your website by committee

What does the homepage owner do?

The role is small but specific.

• Decides what goes on the homepage and what does not.
• Runs the monthly check of facts, offers and routes.
• Reads the homepage numbers monthly.
• Keeps the change log and approves changes.
• Briefs designers, writers and developers.

• How often should you update your homepage?
• A homepage dashboard: five numbers to check each month
• Change one thing at a time: a homepage change log

Who should it be?

In most small businesses, the owner or a marketing or operations lead who understands what brings in work. It should not be the web developer by default; developers build well, but deciding what customers need to see is a business decision. Agencies can advise but should not be the only people who can change the page.

• Who owns the menu? Keep navigation clear after launch
• Who owns your website, domain and content?

How do others give input?

Give colleagues a simple route, such as a shared note or form, to suggest changes with a reason. The owner reviews requests monthly against the homepage goal. This keeps good ideas from sales and front-line staff flowing without turning every idea into a homepage change.

• Give your homepage one conversion goal

When should ownership be shared?

In businesses with several distinct divisions, each may own its service pages, but the homepage still needs one final decision-maker. Sharing the homepage itself between equals usually recreates the committee problem.

• A homepage for a business with many services

What does this look like in practice?

A pattern we see: an agency built the site, the owner cannot log in, and three staff each email the agency with changes. Naming one owner, getting admin access back and running a monthly check usually tidies the homepage within a quarter.

• See client work
• Website Design & Development for UK businesses

Homepage ownership checklist

• Name one homepage owner.
• Make sure they have admin access.
• Set up a simple suggestion route for colleagues.
• Schedule a monthly check and numbers review.
• Keep a change log the owner approves.

• How often should you update your homepage?
• Homepage too heavy? What to cut from the page weight

Next step

Write down who currently decides what goes on your homepage. If the honest answer is 'nobody' or 'whoever asks the developer', name an owner this week.