Descriptive, keyphrase-focused headline high on the homepage

The headline on the top of the homepage (and every page) is either descriptive or not. If not, the visitor may not be able to answer their first question: “Am I in the right place?”

It’s also an opportunity to use a target keyphrase and indicate relevance. But a lot of marketers write something clever or vague instead. But clear is better than clever.

Rather than write a fancy, but vague headline, write something descriptive. Make sure that you explain what the company does high up on the page, above the fold.

Wait, the fold is still a thing?

Yes, there is a fold. For every visit on every screen, there is a viewable area. At the bottom is the famous fold. To see anything below this line, that visitor must scroll.

Why and if this matters in web design is a hotly debated topic. Here are two of the best arguments: “There is no fold!“ vs “The fold still matters.”

Of course, there are thousands of screen sizes, ranging from tiny to huge. This website was viewed on 958 different sized screens in the last month. So some designers say the fold is no longer relevant.

But here’s the bottom line (get it?) There is still a fold for every visit and still an average fold for all visits. Tools like Hotjar show it clearly as a line in the scroll heatmap, for desktop/laptop, mobile and tablet. So put your value proposition, that 8-word version of what you do, high on the page, above the fold.

Make it a tall page. Answer all your visitors’ questions.

More pixels means more space to answer questions, address objections and add supportive evidence. If the visitor doesn’t find an answer to an important question, they can simply keep moving down the page. Once they are satisfied, they’ll simply stop reading.

You would never cut someone off during a sales meeting and stop answering their questions, would you? That’s all a short page does; it stops answering questions.

Here’s where the famous study from Crazy Egg comes in. They surveyed their audience, discovered their top questions and concerns, and built a tall page that addresses everything.

The page was 20x longer. The conversion rate went up by 30%.

Allegra can help with Web Design Services and Webmaster Services