Keep Critical Information "Above the Fold"
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“Above the fold” is terminology taken from newspaper layouts. For a web page, the term relates to the part of the page that’s visible without scrolling. If you can’t grab a visitors attention within 5-7 seconds, they probably won’t hang around long enough to see anything else on the page.
Your most important page elements
1. Headline with specific benefits
A good headline can increase sales by as much as 1000%. (Determining what headline is best requires testing various versions. The steps will be covered in a later post)
2. Simple one-click navigation
For every click a visitor must make, expect a 50% drop in sales. Visitors shouldn’t have to click more than 3 times to order, apply, or subscribe.
3. Clear benefits and USP
Make sure your copy focuses on the benefits and not the features of your product or service. Your USP (unique selling proposition) describes what makes your product or service superior to what’s offered by your competitors.
4. Provide a clear call to action
Don’t make people guess what the next step is. Lead them to an action:
- Click here to buy
- Fill out this form to…
- Read on to learn about…
5. Include an opt-in offer
Get people to join your mailing list! Keep it simple by asking only for first name, last name, and email address. Remember to list the benefits they’ll get from providing the information and joining your list.
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