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A visitor arrives at your ADR website. The first page loads. That screen, the first they see without scrolling down, has the same real estate value that “above the fold” has for newspapers.
High value.
Because what they see immediately can keep them on your site a bit longer, giving you time to interest them more in what you have to offer. Or it can cause them to move on.
Your website’s top-screen real estate should answer four key questions immediately.
- Where am I? – Does your visitor have a clear idea where they have arrived? The first thing they should notice is your name. What does this tell them?
- Who are you? – You will find it easier to make a connection with your readers if you show them who you are. Put a picture on your frontpage, write an about blurb.
- What is here? – The visitor is there, now you need to feed them before they wander away. First of course should be the content they came for. Are your headlines and first paragraphs in view above the fold or have you pushed all your content down the page with superfluous navigation and advertising? Does the headline and intro pull the visitor into becoming a reader?
- Where now? – You have managed to get them to your website, can you get them to stay? Help them with useful links and buttons. What good stuff should they read next, where do they sign up for your newsletter. They are not going to go searching, you need to put this stuff right where they can find it.
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