When designing (or redesigning) your website, it’s important to strategically include certain information at the top of the page, above the fold. “Above the fold” refers to the part of a website people can see without having to scroll down; it’s actually an old term from print media indicating that the most important information in a newspaper needed to be on the front page, above the fold.
So, how does this important print concept improve websites?
People surfing the Web are in a hurry. If, with a quick glance, they can’t figure out who you are, what your site is about and how they can benefit from your product or service, they’re not going to spend time trying to figure it out. They’ll find a website that conveys this information better than yours.
To make the most of that primary space on your website, you need to include the following 10 things above the fold:
1. Company Name
Making sure your company name stands out above the fold is important for brand identification; it also makes it easy for visitors to know they’ve arrived at the right website.
2. Contact Information
Don’t make people hunt for your phone number. Include it prominently at the top of your page.
3. Way to Contact You Online
Similar to having your contact information prominently displayed above the fold, it’s important for people to be able to contact you online. Make it easy for clients (and potential clients) to contact you online. Include a “contact us” box or other click-of-a-button means to contact you.
Succinctly state the action that you want people to take when they arrive at your site. You definitely won’t get the sale (or the phone call or the contact information) if you don’t ask for it.
5. Most Significant Benefits
Make it easy for people to see how doing business with you is going to benefit them.
6. Strong Headline
Incorporate a strong headline for your page that entices people to dig deeper into your site.
7. Easy-to-Use Navigation
People often have a specific goal in mind when looking for products and/or services online. Make it easy for people to find the information they’re looking for with easy-to-use navigation.
8. Appealing Design (Graphic or Images)
You have a fraction of a second to impress the people who find your site in the search engines. Make sure your design is professional and compelling.
9. Social Media Following Opportunities
When people find the information on your site particularly relevant to their on-going needs, they may want to follow you using the social media platform of their choice. Make it easy for people to interact and stay connected to your company by incorporating social media following links at the top of your page. Of course, you have to have a solid social media presence to incorporate this option into your site.
10. Credibility Builders
People need to feel secure doing business with you. Be sure to incorporate things like testimonials from satisfied customers, trust seals (i.e., privacy, security, verified businesses, etc.), and noteworthy awards or public recognition. These credibility builders, along with professional web design, can go a long way in making consumers feel comfortable doing business with you.
Designing with an above-the-fold awareness can make your website more successful when it comes to conversions. Remember, successful online marketing is a combination of science, skill and art; that means you can include all of the elements listed above in your website, but if they are not carefully incorporated, your website may still fall flat with consumers. As with all important investments, trust your Internet marketing to professionals.