For a few businesses, having the home page as the primary landing page is not ideal. This is especially true if there are few conversion opportunities on your home page. This is why many website developers try to increase the ranking of inner pages. For instance, restaurants owners might want their menu or online ordering page as their landing page. Contractors, on the other hand, might want a service page to rank higher than their home page. Whatever the reason, there are advantages to having your website’s inner pages rank higher than the home page. If your web site’s home page has bounce rate issues, you may want to change the page that ranks highest on search engines.
SEO strategies do not have immediate results. Submitting sitemaps, working on metadata and keywords, and adding schema markups take time. A quick fix to consider is changing the home page’s content. If your website’s homepage is what shows up first every time, add a link to your desired page above the fold. Another option is to try and move your conversion buttons (click to call, order now, etc.) to the home page. One idea that is definitely not recommended is adding a “no index, no follow” to your homepage. True, this will stop your homepage from displaying on search engines, but it will also terribly damage your website’s ranking in general.
Schema & Snippets
In the longer term, if you want to see an inner page show up on search results consider using schema markups. Adding schema markups to specific pages improves how Google and Bing bots read your website. This also increases the chance of your site showing multiple links in its Google listing or Google snippet. For the imaginary restaurant website, their listing can show links to their homepage, about page, menu, and contact pages on the Google search results.
Meta Descriptions, Header Tags, & Keywords
Another change you can make on your site is to look at how keywords are displayed on your homepage. If you want an inner page to rank higher than the home page, consider keyword optimization. Use your researched keywords in the meta description, page title, and header tags for that page, and use those keywords less on the home page.
Internal Links & Design Choices
To decrease the rank of your home page without hurting your overall ranking, consider designing your homepage with a focus on minimalist design and internal links. If your home page is very content heavy, consider moving that content to new pages. One strategy when creating these new pages is to keep the first few sentences of content on the home page and then add a “read more” link. If you want to lower bounce rate & encourage longer sessions, your homepage should clearly link to content instead of being a collection of all the content.