The most value part of any web page is that part which is shown in your browser before need to scroll. This is generally known as "above fold." Arguably, you have just 10 seconds to grab your visitors' attention. That doesn't seem long, but as brain can absorb thousands and thousands bits of information per second...10 seconds is long enough to get your message across!
The "above fold" part of a web page (especially of home page) is most valuable real estate you have on your web site.
The first fold of your web site needs to communicate 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 fold. Here are 4 top pitfalls that drive visitor's away.
1. Flashing banners
2. Too many links
3. No clear USP
4. Time consuming flash animation
So what should you do to capture attention of your visitor? Here are things you should include above fold.
1. Spell out your USP Answer 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 visitor. You should use a H1 or H2 tag for main headline and H3 for supplementary headline.
Is your USP to save visitor money? Offer a guarantee? Make live easier? Help visitor to earn an income? When you are working out your USP and benefits...remember difference bewteen "benefits" and "features." If you have a product that is reliable - that is a feature. The benefit would be peace of mind or lower maintainence cost.
2. Opt-in Email address or Bookmark If you offer your visitor chance to bookmark or opt-in to a newsletter or request more information then place links into "above 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