As most content marketers well know, the attention span of the modern website viewer is practically nil. Hubspot reports that more than half your website’s visitors will spend less than fifteen seconds there before flitting off to their next electronic destination—leaving your site to languish, already forgotten.
But with some simple tweaks to the fold above your homepage, you’ll anchor potential customers and repeat visitors with one of the oldest tricks in the book—presenting key information where your visitors can see it. Read on for practical ways to maximize your website’s potential – and hang onto visitors before they slip away.
- The Value Above the Fold
Though experts differ on the importance of the space “above the fold” – the portion of the page that’s visible when the first page loads – there’s no question that positioning is critical. In pre-web days, “above the fold” was the upper half of a newspaper’s front page – the position of the top stories of the day.
And in 2017, not much has changed – we still view that content first, and this is where, generally speaking, web visitors continue to spend the majority of their time. According to Jacob Nielsen’s 2011 eyetracking research, 80% of our time is spent above the fold, and only 20% beneath it.
Never Overlook the Logos.
Though it may seem trite or “a thing of the past,” the logo should make a clear, simple statement about who you are and what your brand represents – and it should appear prominently and tastefully above the fold on your webpage. Your logo is the workhorse of your brand, enabling consistency across your platforms, products, and overall presence. Since humans are such visual creatures, strategic logo placement is one of the most powerful ways to keep your brand in the viewer’s mind.
State your Missions.
In today’s world, it’s critical that you set your brand apart from the rest. There’s room for everyone on the World Wide Web, and your homepage copy must work hard to secure your visitor’s attention. As such, an effective Unique Selling Proposition is key to your website’s success.
Your Unique Selling Proposition distinguishes you from the competition, amplifying whatever it is that makes you unique, from your unbeatable pricing to your exceptional quality and customer service. Spend careful time shaping a Unique Selling Proposition that will capture your viewer’s attention – and sustain it. You’re working to describe what you’re offering—and how your viewer will benefit from your distinctive approach.
Facilitate an Easy Visit
Enabling simple, even intuitive navigation is one of the best things you can do for your viewer. So many sites offer attractive design and imagery along with high-quality written copy—yet they neglect to create an easy way for the viewer to browse the site. Your visitor shouldn’t have to search for a set of navigation buttons – instead, they mustn’t need to give navigation a second thought. Make browsing through your website a breeze, and you’ll deliver a memorable, satisfying experience to each visitor.
Tell It Like It Is
There’s no denying the value of high-quality, succinct “explainer” copy – material that delivers a quick and direct explanation of your key products or services. You won’t be able to provide your viewers with every detail here, but you can embed a strong claim about your product along with a brief list of your service benefits. In a matter of seconds, your reader will be able to establish what it is you provide – and whether that aligns with his or her needs.
Remember: your explainer copy is minimal and powerful—a few lines, not a large chunk of them. Keep your explainer copy basic, matter-of-fact, and easy to comprehend.
Finally, don’t neglect the ‘Contact Us’ button, which tells your viewer you’re serious about answering questions, discussing concerns, and ensuring that your would-be customer has the best possible experience, start to finish. Keep ‘Contact Us’ page copy relatively minimal – your viewer shouldn’t have to search (or scroll!) to find addresses, phone numbers, and other pertinent information. Prioritize this simple step, and you imbue the space “above the fold” with credibility.