That Home Page, and That Space Above The Fold

Your home page will often make or break your web intentions. Above the fold is that part of the web page you see when the browser opens the web. It is akin to the first half of the folded newspaper that bit that always attracts passers-by to read on the newsstands. Based upon what the casual newspaper browser sees above the fold will determine the decision to buy the newspaper or not (or at least turn the page over before the newsstand owner sees him).

The web pages above the fold copy is just the same but more important because the surfer has lots of other opportunities just a click away.

For every web page Michel Fortin stresses four very important points that need to be identified by answering four questions

What do I want my visitor to know here? remember WIIFM
What do I want my visitor to do at this point? Sign up for the newsletter maybe
What do I want my visitor to feel right now? Happy and excited to have come across this site and find what was sought and to be full of anticipation.
Where do I want my visitor to go next? To scroll down to below the fold or click to another page perhaps.

The above the fold bit should try to satisfy all these questions simultaneously. Headlines play a major role.

Your home page must compel visitors to surf, scroll or read. Use words like

With this site you will get ...
By clicking through to you will learn how to ..."
Subscribe here and get free every month ..."
That will provide you with ...

Web page headlines precision, immediate and offer of direct benefits

Do you know anyone who reads every word in a newspaper? Do you know anyone who reads the paper in 5 minutes flat?

I probably read about 10 minutes worth of my daily newspaper but feel I have read it all. Quite simply I go from headline to headline and make a quick and deliberate decision to either read that portion or not. I give most articles a miss they have not targeted my interest. Imagine having to write all those headlines every day and disappoint so many readers.

On your web site it a bit different or should be. Your visitor will more often than not have deliberately found the way to your site and will have a level of expectation. Your job is to fulfill those expectations. Aim to provide a headline that creates interest, curiosity and one that will encourage further reading. Make use of dots between paragraphs

... to provide an indication of continuity
... surprise
... more to come etc.

Types of visitors and why selling on the web is very very difficult

Using the words of Michel Fortin again there are five types who will come to your site all of whom you must try to appeal to quickly and effectively.

The Impulsive these ask few questions, know what they like, do not have to give deep thought about their decision and accept that they will make some mistakes but not lose too much sleep over the mistakes made.
The Practical How much ? How long .? What happens if .? When will it be .?
The Analysts - What is it made from .? Where does it come from .? Why is it not green .? How long is the guarantee .?
The Apathetic Always have a final question to ask, procrastinate for ever, maybe never buy and if they do take an age to decide.
The Emotional Ones can I see your references, does it really work like that, is this the same as that bought by Mrs Jones? By the way have you any more references than the 100 you have provided

writing for traffic trust and sales continued