When you're selling something, it's essential to focus on what's in it for the customer. This is particularly important “above the fold”, the area at the top of the page that is visible without scrolling. Here, you should use straightforward communication combined with a visually pleasing first impression. But what makes a great first impression for one company is not necessarily the same for your company.
The fundamental elements to have above the fold:
- Value proposition - What is in it for them?
- Summary - what is your product or service?
- CTA (Call To Action) - How can customers quickly get what they need?
- Media element - Aim to trigger an emotion that resonates with the visitor
- Navigation - Users demand easy navigation
The combination of these elements varies depending on the page being designed. For a homepage, a broader approach may be appropriate, whereas a product page might focus more on specific features. But just because we aim to capture our visitors interest and engagement above the fold does not mean that below the fold, or other pages on your site are less important. Once you have your visitors engagement, you want to maintain it. This requires thoughtful design and content decisions across all pages, ensuring a seamless and compelling experience.
