B2B buyers often see our brand through LinkedIn, Google, and Ai tools before they see our site. These should be treated as the new homepage.
For years, website home pages have been the front door of every brand. But increasingly, first online impressions happen elsewhere. Prospects are more likely than ever to encounter us first in places such as LinkedIn pages, Google Business listings, and now Ai-generated summaries. Each is effectively a “second home page” which affects how we’re perceived before anyone visits our site.
This shift matters because these environments compress the brand story. A Google Business listing focuses on reviews and perhaps office building photos. A LinkedIn profile tries to do everything in a few lines and a banner image. Ai overviews in search results now summarise – often badly – what the web ‘knows’ about us.
The second homepage concept demands new thinking. That means maintaining other places where our brand is presented with the same attention we’ve previously reserved for the home page.
So we need to make sure our Google Business profile is claimed and regularly updated. It needs to have real images, meaningful descriptions, and links to current campaigns or content. The same applies to LinkedIn: the company page and key employee profiles all act as extensions of brand identity. As for Ai visibility, that requires consistency and regular updating of directories and anywhere we’re listed online.
Comments, reviews and algorithmic summaries change constantly. We need to assign responsibility for keeping them fresh and accurate, and treat that task with the care it deserves. For B2B companies, mastering these second homepages may be one of the most practical forms of reputation management we have.