The above-the-fold portion of your website is your most valuable online real estate, calling for well-chosen words and images that optimize message delivery. With the right approach you can use every inch wisely to help organically qualify leads and increase conversions.
In this episode I explain where you’ll find the “above-the-fold” portion of your web pages, along with five absolute must-haves every designer should include in this high-profile area.
Where is the “above-the-fold’ portion of your website?
Above-the-fold refers to the top section of your web pages visible when people first arrive on a page. It’s what people see without needing to scroll, making it the most important area of not just your homepage, but all your web pages.
Fun fact: The term above-the-fold was a term used in the good old days of newspaper printing. Because newspapers were folded to fit on newsstands, the top stories and headlines always appeared on the front page above-the-fold to attract readers.
1. Headline + subhead
The first line of copy that people see when they first land on a web page is your headline. These are attention grabbers that require a clear and succinct statement that draws people in and makes them want to keep reading.
Subheads are optional and support the headline with more detail, highlighting your unique approach. While headlines capture attention, subheads help maintain attention and entice people to scroll down or explore your navigation bar.
2. Intuitive menu
Your menu is either your upper navigation with conventional tabs, or a stacked hamburger menu popular for mobile device users. You want people to intuitively know where it is and how to use it so it should be clear, visible, and logically organized.
Although many visitors appreciate the hamburger menu when using their phones, responsive design is always best. It ensures people see the above-the-fold area based on the device they are using, optimizing user experience.
3. Compelling call to action
Your above-the-fold call to action needs to be compelling and inviting to get people to take the next step. Including the reason why a user should take that step and creating a sense of urgency helps increase your clicks.
Simply saying “click here” or “reach out” requires a leap of faith in new visitors who are still trying to establish trust in your brand. Instead, your CTAs should be encouraging and helpful.
For example, you might ask a question that addresses a pain point like, “Not sure how to get started on your kitchen remodel? Click here to learn more.” You can also create a sense of urgency, such as, “Want your kitchen completed before the holidays? Click here to book one of my last spots.”
4. Social proof
Social proof helps build trust in your services. Examples of social proof include customer testimonials that make visitors feel comfortable reaching out to you, or accolades like awards, magazine mentions or reels from TV interviews to establish your industry expertise and recognition.
People are more likely to believe others singing your praises over your own website content. The more social proof you provide, the more confident people will be that you’ll deliver on your promises.
5. Targeted copy
Understanding your ideal client allows you to craft audience-centric copy that speaks directly to their needs. It’s natural to create copy that speaks about you with the expectation that people are reading your pages to discover who you are and how you can help them. However, your website copy is more about your audience, and should communicate in a way that makes them feel seen, heard, and understood.
Using less “I” sentences and more “you” sentences will help connect what you offer to your ideal customer’s interests, values, and needs. Instead of saying, “My discerning taste ensures every corner of your home projects a feeling of elegance and luxury,” you might say, “Your discerning taste is reflected in every corner of your home, projecting your love of all things elegant and luxurious.” While the first example explains that you have good taste, the second shows clients you understand their good taste and can meet their expectations.
Now’s the perfect time to assess your website to ensure you’re using these five elements to optimize user experience and increase conversions.
Need help with your interior design website copy? Reach out to set up an appointment today.
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