Best practices for designing above the fold content
Above the fold content is arguably one of the most important aspects of your website header design because it encourages visitors to keep browsing your website to learn about your brand.
However, a poor above the fold content design can deter customers, making them leave your website and never return. To avoid a bad first impression, follow these above the fold website design tips:
Keep it simple
Your website above the fold content should include an engaging headline, a call to action, a hero image, and supporting content. There's no reason to go in-depth about your product offering because users scroll through pages. If your headline is engaging enough, they'll want to scroll to learn more about your offerings.
Adding too much clutter to your above the fold content can result in a bad user experience, making it challenging for visitors to determine the purpose of your website. Instead, stick to an engaging headline that makes users want to learn more about your business.
Use engaging headlines
Engaging headlines should tell customers what you do and the benefits they can expect when they become a customer. These headlines should encourage customers to take action, but that doesn't necessarily mean they must convert immediately. Instead, your headline should make them want to browse the rest of your website to get more details about your product or service.
Visuals are highly engaging and more effective than engaging headlines alone. Choose photos, videos, graphics, or illustrations that effectively describe your business to supplement your above the fold copy.
Make navigation easy
Your above the fold content should include an easy-to-use navigational menu that can help users find what they're looking for. The type of navigation you choose will largely depend on the type of website you have.
For instance, a hamburger-style menu doesn't necessarily make sense for a website with only a few category pages. However, a more comprehensive mega menu may be necessary if you offer a wider range of products or services.
Use a strong call to action
Your above the fold content should include a good call to action that tells visitors what to do next. If you don't provide them with this information, they could get confused.
As a general rule, it's always better to tell customers what to do next to prevent them from bouncing. Your call to action can be anything from signing up for your service or buying your products and services.
Test different versions
A/B testing different versions of your above the fold content can help you determine which elements perform best.
For instance, you can test different hero images, headline copy, and CTAs. Once you determine which increases loyalty and encourages more users to take action, you can use only the best performers.
Benefits of above the fold content
Above the fold content is the first thing your website visitors see and can dramatically impact user engagement. The better your content is, the better your website performance will be.
Here are a few of the benefits of above the fold content:
Grabs users' attention
The main purpose of above the fold content is to entice visitors to click through or scroll your web pages. It should grab a user's attention and make them want to learn more about your business or its products and services.
Clearly communicates key messages
Your above the fold website content should clearly communicate your key messages to ensure your visitors know they've landed in the right place. For instance, if you sell pet products, it should be obvious as soon as visitors land on your page.
Improves the user experience
Better above the fold content results in a better user experience. When you communicate clearly about your business and its products or services, your web users know how to proceed. Good above the fold content eliminates confusion and tells users exactly what they should do next while highlighting some of the key benefits of your offerings.
Increases conversion rates
Above the fold content can improve conversion rates. By keeping a clear CTA above the fold, you can encourage more first-time visitors to take immediate action.
User experience is a Google ranking factor. Since your above the fold website content can improve the user experience, it may help increase your rankings in search results.
Additionally, good above the fold content means website visitors that land on your website organically are more likely to convert, improving your desktop and mobile SEO efforts by helping you turn more visitors into paying customers. Just make sure that your above the fold content looks the same on mobile devices as it does on computer screens.
Maximize user engagement with above the fold content
Above the fold content is your website's first and only chance to impress customers and tell them what your business does. More and more business websites are moving away from highlighting their offerings' features and focusing on their customers' benefits.
Your above the fold content should clearly highlight the reason why customers should choose you over the competition while telling them what your business does and encouraging them to take action.
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