Internet Marketing &
Business Promotion
Designing Above The Fold
By Rich Baker
The
most value part of any web page is that part which is
shown in your browser before the need to scroll. This
is generally known as "above the fold."
Arguably, you have just 10 seconds to grab your visitors'
attention. That doesn't seem long, but as the brain
can absorb thousands and thousands bits of information
per second...10 seconds is long enough to get your message
across!
The "above the fold"
part of a web page (especially of the home page) is
the most valuable real estate you have on your web site.
The first fold of your web site needs to communicate
the biggest benefit you have to offer your visitors.
This is often referred to as your Unique Selling Point
or "USP". However, 7 out of 10 web sites are
poorly designed above the fold. Here are the 4 top pitfalls
that drive visitors away.
1. Flashing banners
2. Too many links
3. No clear USP
4. Time consuming flash animation
1. Spell out your USP Answer the visitor's biggest
question, "What's in it for me?" Use a main
headline and supplement it with a secondary headline.
Communicate benefits, benefits and more benefits to
the visitor. You should use a H1 or H2 tag for the main
headline and H3 for the supplementary headline.
Is your USP to save the visitor money? Offer a guarantee?
Make life easier? Help the visitor to earn an income?
When you are working out your USP and benefits...remember
the difference between "benefits" and "features."
If you have a product that is reliable - that is a feature.
The benefit would be peace of mind or lower maintenance
cost.
2. Opt-in Email address or Bookmark If you offer your
visitor the chance to bookmark or opt-in to a newsletter
or request more information then place the links into
the "above the fold." You should do this for
every page. You have worked so hard to build and promote
your website and now you are attracting traffic, but
if you can get an email address or allow your visitor
to bookmark you, you will increase your chance to continue
promoting to visitors after they have left your web
site
3. Navigation I am sure some “smart alecs” will say
your navigation should never be above the fold, forcing
visitors to scroll down and read your copy.
I could not agree less.
You should have your navigation above the fold, giving
your visitor full control. Ideally, place your navigation
bar somewhere on the top or left hand-side of every
page.
When visitors first arrive at your site, they should
be able to find what they want quickly. Don't frustrate
them with quirky and quacky titles either. Use titles
that convey benefits like, "Special Offers"
or "Savings" or that are generally understood.
4. Professional Design Avoid banners and flashy animation.
Not only does it consume real estate, but it will slow
the page download...a cardinal sin. Keep it simple.
Each page on your website should download in 15 seconds
or less on a standard
56-bit modem.
Even if you are promoting affiliate programs banners
have a generally poor conversion rate. It is 10 times
better to sell in context with text or product links.
Besides selling straight off the home page has little
credibility.
Conclusion:
Remember the 10 second rule and design to communicate
your USP and biggest benefits in headlines. Present
the chance to opt-in or bookmark your page. Give your
visitors the chance to navigate around your site and
avoid flashy animation. Use the above the fold part
of your web page shrewdly. Keep it simple and offer
clean and effective web design. That is the way hold
your visitors for longer.
About
the Author Rich Vicar has been providing search
engine placement solutions since 1998. He is expert
in submitting your web site in an ethical, efficient
and effective manner.
http://www.glenfox.com contact@glenfox.com
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