Job seekers, suppliers and customers: clear the homepage

Key takeaways

Non customer website visitors, such as job seekers, suppliers, sales callers and existing customers looking for support, are normal on a homepage. Give each a small, clear route, usually in the header or footer, so they find what they need quickly, stop filling your enquiry form and stop distorting your conversion numbers.

• Careers, supplier and press links belong in the footer.
• Existing customers need a header link: log in, pay or support.
• Clear routes keep them out of your enquiry form.
• Exclude these journeys when judging homepage conversion.

Who are the non-buyers on your homepage?

Non-buyers include job seekers, recruiters, suppliers wanting to pitch, journalists, students and existing customers who need help rather than a new purchase. They are not a problem, but if they cannot find their route they use the main enquiry form, clutter your inbox and lower your measured conversion rate.

• Why your homepage is not converting visitors into customers
• Who visits your homepage, and what each visitor needs

Where should each group go?

Give each a route that matches how often they come.

• Existing customers: a header link such as 'Log in', 'Pay a bill' or 'Support'.
• Job seekers: 'Careers' in the footer, or the menu if you hire often.
• Suppliers and partners: a short 'Work with us' page in the footer.
• Press: contact details on the About page.

• Is your website putting off job candidates?
• Website footer design: what to include and leave out

Why do existing customers need a better route?

Existing customers are valuable, and a frustrating hunt for support damages repeat business. A clear header link to log in, rebook or get help takes no space and stops support requests arriving as new enquiries, which wastes sales time.

• Mobile menus that hide your homepage's next step
• Where to put contact details on your website

How do non-buyers affect your numbers?

They count as homepage sessions but rarely convert, so they lower your rate. Once they have their own routes, you can track clicks on those links and set them aside when measuring buyers. This gives a truer picture of how the homepage serves customers.

• Track homepage button clicks in GA4
• Homepage conversion rate: what to expect and how to read it

When should non-buyers get homepage space?

When they matter commercially: a business struggling to recruit may give careers a homepage section for a while, and a membership business may lead with a login. Make it a deliberate, temporary choice rather than a permanent addition.

• How often should you update your homepage?

What does this look like in practice?

A pattern we see: a third of 'enquiries' through the homepage form are CVs, sales pitches and support requests. Adding careers and supplier links in the footer and a support link in the header usually cuts those quickly and makes real enquiries easier to spot.

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

Non-buyer routes checklist

• Sort last month's form submissions by type.
• Add a header link for existing customers.
• Add careers and supplier links to the footer.
• Track clicks on those links.
• Set them aside when measuring buyer conversion.

• One homepage, several audiences: how to route them
• Homepage to service page: the click that matters most

Next step

Go through last month's homepage form submissions and mark any that were not new buyers. Each type needs its own route.