# Why CRO To Your Home Page Is Important For GEO

_Transcript: Hi, I’m Chris with Nectiv. For today’s GEO tip, I want to talk about why your homepage is more important than ever in an era of AI search. Siege Media did a really fantastic study where they analyzed 50 different sites after the rollout of AI Overviews and LLMs. They found that while ..._

2 min read · Tags: AI Search Library

## Transcript:

Hi, I’m Chris with Nectiv. For today’s GEO tip, I want to talk about **why your homepage is more important than ever in an era of AI search**.

**Siege Media** did a really fantastic study where they analyzed 50 different sites after the rollout of AI Overviews and LLMs. They found that while **overall traffic was down**, **impressions were up** — and **traffic to homepages** was generally **up by about 10%**.

That’s likely going to be a **critical shift**. If you’re seen in an AI Overview or an LLM recommends you, you might not get a **direct click** from the LLM or the AI Overview itself. Instead, people might **go to your homepage directly** — either by searching your brand in Google or typing your URL into the address bar.

So your **homepage is becoming increasingly important**, especially if you’re **already getting visibility in AI Overviews and LLMs**.

What this means is that **a lot of brands should consider shifting toward CRO** (Conversion Rate Optimization) initiatives on their homepages. CRO is where you **continually refine and test pages** to improve conversion rates — running A/B tests, tweaking headlines, CTAs, layouts, etc.

That’s going to be really important for brands who are already getting AI visibility. You want to **better convert the users** who land on your homepage — even if the traffic is coming **indirectly** from AI models or overviews.

**Chime** is a great example of this. I’ve seen a lot of data where they continually refine and optimize their homepage to better convert users — using **simple calls to action**, **clear value propositions**, and clean design.

So bottom line: **CRO for your homepage is likely going to be more important than ever** in a world of LLMs — where users may be clicking less on individual pages, but heading straight to your homepage **after seeing your brand** in AI-powered results.