What information should you include at the top of your website’s front page?
The “above-the-fold” is the area of a website page you can see without scrolling. This use to be very important when everyone was searching the internet on a desktop.
The above-the-fold area of your website’s front page holds great importance in capturing visitors’ attention and encouraging them to take action. While the concept of above-the-fold has evolved with the rise of various screen sizes and devices, it remains crucial to create an impactful first impression. We will explore the key elements that should be included in the prime real estate of your website’s front page. By strategically placing these elements, you can confirm visitors are in the right place, pique their interest, and provide them with the information they seek.
1 – Confirm they are in the right place
- Location – Clearly indicate your business’s location or service area. For local businesses, specifying the geographic region in the headline (H1 title tag) above the fold helps visitors immediately identify if they are in the right place. Example: “Tampa Air Conditioning and Heating” – Instantly communicates your services and service area.
- Service/Product – Concisely state what you offer. Highlight your core service or product to ensure visitors understand your business’s primary focus.
2 – Pique their interest in learning more
- Points of difference – Clearly articulate why visitors should choose your business. Highlight unique selling points, competitive advantages, or the pain points your business can address. Provide a compelling reason for visitors to explore further. Example: Emphasize exceptional customer service, superior expertise, or innovative solutions.
- Solution to a pain point – Highlight the specific solutions or benefits your business provides. Address common problems or challenges faced by your target audience to demonstrate that you can meet their needs effectively.
- Trust signals – Include trust signals such as positive customer testimonials or impressive Google reviews. These endorsements build credibility and trust in the minds of your visitors, making them more likely to engage further.
3 – Get them the information they want quickly
- Clear Calls to Action (CTAs) – Offer two or three distinct CTAs to guide visitors to the information they are seeking. Consider the primary actions your visitors are likely to take and provide direct links or buttons for easy navigation. For instance, an air conditioning website could have CTAs for repair, replacement, and service options.
- Contact Information – Ensure that visitors can easily find your contact details. Display your phone number prominently, especially if you handle emergency calls. Consider providing a contact form for those who prefer to reach out online. Make it effortless for visitors to connect with you.
Tailoring Elements to Your Business:
Consider your unique business characteristics and adjust the above-the-fold elements accordingly. If you operate nationwide, omit specific location information. As a new business, focus on other compelling aspects rather than testimonials or reviews.
If you have too many things crammed into the top of the page, a user’s eye doesn’t know what to look at. Clean and uncluttered is key.
To create a visually appealing and engaging above-the-fold area, keep the following in mind:
- Avoid Busyness: Do not overcrowd the top of your page with excessive content. A clean and uncluttered design helps users focus on the essential elements.
- Encourage Scrolling: Provide a glimpse of the next section to indicate that there is more valuable content below. Mobile users are accustomed to scrolling, so take advantage of this behavior to offer helpful content beyond the initial visible area.
By optimizing the above-the-fold area of your website’s front page, you can captivate visitors, convey your value proposition, and guide them to take desired actions. Evaluate your current elements, consider your target audience, and strive for a clean and uncluttered design that encourages engagement. Remember, the above-the-fold area sets the stage for the user experience, so make it count.