What’s the most important page for converting your visitors? The homepage, of course. That’s where we spend the most time, where we focus on the hero section, and where we fine-tune the CTA.
Except that my data tells a different story.
Time spent per page reveals the real behavior
In Webful, a section displays the average time spent on each page. Looking at my own data, two numbers immediately stand out.
My homepage: 17 minutes. My documentation: 33 minutes.
Almost twice as much time spent on the documentation as on the homepage.
What this figure reveals about your visitors
Your homepage is marketing. It presents the product in its best light; it convinces, it entices, it makes people want it.
But a visitor who’s seriously considering your product isn’t satisfied with just that. They want proof. They want to understand how it really works. Is it easy to implement? Does it fit their specific use case? Will they be able to figure it out on their own?
It’s in the documentation that they find these answers. They really read it. They evaluate it. They decide.
A visitor who spends 33 minutes on your documentation isn’t just browsing—they’re seriously considering your product.
The page we neglect the most
Most SaaS founders spend 90% of their time optimizing their homepage, their hero section, and their funnel. And they leave their documentation in a basic state—unstructured and neglected.
Yet a page where your visitors spend just as much time deserves just as much attention as a homepage. Clear, well-structured documentation that answers the real questions of a serious prospect may be your best conversion tool— and you haven’t optimized it yet.
So if you haven’t checked the average time spent on each of your pages yet, do it now. The page that deserves the most attention isn’t always the one you prioritize for optimization.
Want to test this on your own site? Try Webful for free: 30 days with all features enabled (automatic reports, white labeling, API), then choose the Free Plan for life or the Pro Plan at 3 € per site per month. No credit card required to get started.
