On many smaller sites, almost all organic traffic flows to the homepage. This can feel normal, but it is usually a sign that other pages do not yet carry enough weight in search. For long term growth, you want multiple pages bringing visitors in, not just one.

Why the homepage gets most of the traffic

• It is the page most sites link to from other places on the web.
• It often has the broadest set of terms and topics on a single page.
• Other pages are thin, hard to reach, or not clearly focused.

From a search perspective, the homepage can look like the only reasonable option, even if you know your site has more to offer.

Giving other pages a chance to rank

To distribute search traffic more evenly, you can:

• Create stand alone pages for each main service or offer.
• Write question based articles that support those core pages.
• Link from the homepage into these deeper resources.

An Information Center adds those deeper resources in a structured way, so your homepage is no longer the only strong candidate for search results.