Homepage Blueprint
Current guidance (as of the shift to authority-building SEO strategy – see PassLee SEO Strategy and the “Shift from Homepage Optimisation to Authority Building” Decision):
The homepage should now be considered largely complete. Repeated review and Search Console analysis concluded that homepage optimisation had reached diminishing returns – Google already understands what PassLee offers, and the homepage is no longer the primary obstacle to ranking improvements.
Where future homepage effort should go
- Trust signals – not more copy.
- Fresh evidence – recent pass stories, reviews, real results.
- Internal linking – connecting the homepage to the new authority-building content (Pass Stories, Worcester guides, junction/test route pages) as it’s published.
What NOT to do
- Do not significantly expand homepage length or word count.
- Do not rewrite existing homepage copy in pursuit of ranking gains – this is now considered diminishing returns.
- Do not treat generic keyword expansion on the homepage as a priority.
For the full reasoning behind this guidance, see the PassLee SEO Strategy knowledge article.
Homepage Design Principles
Enduring principles that emerged during the project’s homepage work, to guide any future changes:
- Clarity before keyword usage.
- User trust before SEO embellishment.
- Clear calls to action.
- Genuine local relevance.
- Experience over marketing language.
- Evidence over claims.
See the Homepage Evolution Knowledge Article for the full history and reasoning behind these principles, and the “Homepage Considered Mature” Decision for current policy on homepage changes.