All marketers know that the content above the fold is extremely important, but what does that mean and what information should actually be included in this prime piece of real estate?
Did you know that the average internet user spends 80 percent of their time browsing content above the fold and only 20 percent of their time browsing content below the fold. It has also been found that the average internet user has an attention span no greater than a goldfish, which means that your online business has many battles to overcome.
If you want to make an impact when it comes to the design of your website, if you want to get each and every one of your browsers turning into buyers, then you need to have your most valuable content above the fold. What you put above the fold is a highly strategic move and one that your brand needs to test and assess. Having a truly efficient website is about being able to take your visitors on a journey so they understand what your brand is about, what your brand has to offer and how they can go about learning more.
According to HubSpot Marketing Metrics, 55% of visitors spend less than 15 seconds on your website. This means that you need to have your visitors engaged from the moment they come to your page.
Pressure? Only 15 seconds worth! Here is a method you can follow…
Before we continue, maybe it is necessary to define what “above the fold” actually means.
Above the fold is the technical definition for any content that appears in the window of your browser when you first load the website.
It is essentially what your users see before they have to scroll on your website. It is what their eyes first land on when your website loads open.
To put it in perspective, above the fold would be similar to the content that is seen on the front page of the newspaper as it sits on the stand.
1. Include your unique selling proposition.
What does that mean? A factor that differentiates a product from its competitors, such as the lowest cost, the highest quality or the first-ever product of its kind.
By having your USP in an easy to read place, it allows your visitors to understand what you offer and what they are going to learn through exploring your website.
2. Provide Explanations About Your Products and/or Services.
Your USP helps your visitors understand the basics of your products and services and what sets you apart from others. It is also important to offer some level of details, especially for your first-time customers.
Ahrefs have a great example of a USP, “Ahrefs helps you learn why your competitors rank so high and what you need to do to outrank them.” This statement is strong, engaging and ticks all the boxes. It allows your website visitors to know how your brand delivers on your USP and can give them more insight into what your company is all about.
3. Include Your Logo.
A simple navigation icon or menu bar is crucial to include above the fold so visitors know where they can navigate to next.
Your navigation bar is crucial, to allow your visitors know what type of content is offered on your website such as a blog, a store and so on. In our opinion, simple and intuitive navigation is always the best choice, so consider this when creating your navigation bar or menu.
What you choose to include on your navigation bar will depend on what goals your business have and where you want to funnel your visitors to next.
Choose wisely as your navigation bar is most likely where your visitors will head to once they have read the content on your home page.
4. Include a Call to Action.
Including your call to action is extremely important above the fold, however there are some exceptions to this rule.
Several studies have found that the placement of your CTA above the fold and below the fold made no difference on conversion rates. This means that where you place your CTA is going to heavily depend on your audience and the individual needs of your brand.
It may also be worth considering that putting your CTA above the fold may not be the best placement if you have a product or service that is detailed and elaborate which may require more information to be divulged.
5. Above the Fold on Mobile Webpages
“Above the fold” does not really have the same weight when it comes to mobile versions of your website. Mobile screens are often small, and scrolling is expected!
Even so, first impressions still count when it comes to your mobile website. Here are some things we recommend including in the top portion of your mobile website:
Your unique selling point
A call to action
These three factors should appear as early as possible on your mobile page for best results, however if you are restaurant or brick and mortar store, you will also definitely want to include your phone number and contact details so people can find you.
To generate interest, drive sales and get people talking you have to include the most attention grabbing and exciting information first. While you don’t want to give away all your bag of tricks, the content you include above the fold needs to wet your audience’s appetite and get them interested in seeing and learning more.