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More and more visitors come to the site “through the side door”, namely through search, social or referral links, and thus the home page becomes irrelevant. Lawrence Horne, Director of Sales for Say Media, UK, noted that article pages replace the home page of a site and gave eight lessons on how to properly and balance such site content .

In recent years, we've seen a breakthrough in article page design that tries to push the boundaries of beauty, wealth, and storytelling. A prime example of this is the famous article titled “Snow Fall”, published in The New York Times, which combined excellent wording and beautiful digital images, telling the story of 16 skiers and snowboarders caught in an avalanche.Today, we see many good examples of collaboration between editors, artists and technologists who find new creative ways to describe stories using unique digital technologies.

Modern article pages describe stories with large images, videos, animations, transitions, interactive elements and, of course, attractive textual wording. Pages with this design are great for grabbing the attention of your visitors one time to a story, but they are not designed to develop a relationship with the reader or to attract them to read the next article.

If it was one extreme, then the opposite is even worse. This refers to pages with articles that constantly impose the functions of the site on you. They offer too much content that becomes pointless, constantly trying to get you to subscribe or follow a link. These sites, for which the articles are secondary, are quite common these days. They have no respect for either the reader or the content.

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Previously, a typical media site would have spent 80% of the design and technical resources on the homepage and only 20% on the article pages. But those days are long gone. In the modern world of digital technologies, more and more visitors enter the site through other “doors”, namely through search, social or referral links, finding themselves directly on the article page. In fact, as many of us already know, research by analyst firm Parse.ly has shown that Facebook has become the main source of traffic for online media. In the social media industry, Facebook accounts for 43% of referral traffic, while Google only accounts for 38%.

This means that the article pages themselves, in addition to a good narrative function, should also serve as a home page. They should position the brand, style the site, contain a description of the product or service offered with a call to action, and also include email or other contacts for communication. Each page is a new home page (but don't forget that this is also a text page).

If the text page is the new master page, then the creators must find a universal design that matches all the basic elements of both types of pages.


  1. The plot should always come first, and other tasks should be secondary.
  2. Rich media imagination is good, but only when it comes to plot. Please note that some plots may not be graphic at all.
  3. The design must be scalable, the team of editors makes dozens, if not hundreds, of these per month.
  4. The title and main navigation play a very important role in defining the style of the site and positioning it for new visitors, no matter where they are on the site.
  5. Personalization plays a key role. Use visitor history or other data and suggest content to your visitors or flag new content they haven't seen yet.
  6. Suggestions for following the link and sharing should be tenacious, but at the same time should not forcefully force visitors to take an action.
  7. It is recommended to filter the content, both in the main articles and in articles with related topics.
  8. The correct ratio can vary from site to site; one format does not fit all sites, so the technologies used must be flexible enough to strike the right balance.

The real problem is the number of “popular” sites that have taken a different path of development and have established themselves as “interesting” due to the transition of visitors from the “right” websites. Of course, if you want to keep readers on your website, then you must study audience behavioral factors and redirect visitors to the most relevant content posted on your website. It is advisable not to redirect them to other resources so that they look, for example, “Top 10 amusement parks that have closed”!

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So what helps donor sites to increase their traffic and accumulate views, user loyalty? Nowadays, this terrible activity, which is prevalent in all industries, gives substandard sites a huge number of views, which means that later they will be of interest to advertisers. But do such sites have a really interested audience or conditions for advertisers who want to contact them?

Mass media is undergoing constant transformation as it continues to go digital. Media tends to evolve, so it's time to stop looking down at websites, the homepage is the destination, and article pages should start to be seen as opportunities for your brand and opportunities to build relationships with new readers, engaging and keeping them on the site!

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