Above the fold is the upper half of the front page of a newspaper or tabloid where an important news story or photograph is often located. Papers are often displayed to customers folded so that only the top half of the front page is visible. Thus, an item that is “above the fold” may be one that the editors feel will entice people to buy the paper. Alternatively, it reflects a decision, on the part of the editors, that the article is one of the day’s most important. By extension, the space above the fold is also preferred by advertisers, since it is the most prominent and visible even when the newspaper is on stands.–Wikipedia
The term can be used more generally to refer to anything that is prominently displayed or of highest priority. Above the fold is sometimes used in web development to refer the portions of a webpage that are visible without further scrolling or clicking. In contrast, portions available via clickthrough are sometimes described as “after the jump”.
If You Don’t Capture Your Prospects Attention, They Are Out The Door
When we think of the term above the fold, we often think of news publications.
Today we are going to be talking about your website, and why it is important to always have useful information with some kind of a call to action on the top part of the page.
You are in the relationship marketing business. This means you want to give people every opportunity possible to reach out.
This is one of the reasons I love WordPress so much.
It has so many design options, you can easily set your site up where a link to your landing page or opt in form is always at the top of the page.
The key thing to remember is that your site should be built around a concept.
What is your strategy when it comes to content marketing.
What advantages of your product are you really focused on?
This content marketing strategy you are going to implement is going to be directly tied to your landing page, so the information is also going to be related.
If you sell legal services, your blog is going to be about the advantages of having legal services and the situations you might find yourself in that would make you wish you did.
This means you want your capture page and call to action to be related to that type of content. If your blog and web presence is about educating people about the advantages of your product on the front end, you aren’t going to want to have a landing page geared towards your opportunity.
Eventually, as you build your process, you will have a landing page for both types of prospects, but either way, the link to your landing page and call to action need to be above the fold.
This means, when you load a page, all of the information about the useful insight you are offering on your landing page is visible without having to scroll at all.
Make the Layout of the Site Pop
Another reason I love WordPress is because of how beautiful it is. It isn’t hard to find the right theme and create a beautiful site for any concept. You want your website to look clean, but be appealing at the same time. The driving force behind making your website appealing is the content that is on your site.
If you have useful, powerful content related to the advantages of your products and services, you are going to generate interest. It is going to be easy to generate leads and grow your business. You must make the process easy though. The more you simplify it on the front end, the less pain you will have in the long run.
Something as simple as putting a beautiful call to action at the top of the page vs. not doing it can be the difference between success and failure.