At Judy’s Book, we get a significant fraction of our traffic to our deal and tag pages. In the site tree structure, these are leaf pages. Odds are that a visitor that lands on a deal page is not going to click on an ‘About’ link or click to the home page to see what the site is about.

This means that you have to think of every page as though it’s your site home page. It needs to do whatever job it’s expected to do (in the case of a deal page, it needs to describe a deal and drive a user to convert) but it also needs to tell a story that allows the user to determine what your site is all about.