Success! A potential customer or user has found your website! But now what? Whether it was an ad, a referral, or a search result, you’ve successfully caught their interest and now you need to hold it. And that’s no small task. People move quickly online and want their information even faster, so as soon as they land on your site, that invisible timer starts counting down until they decide to move on.

What does this mean for your website? It means that first impressions matter. A lot. And for a website that first impression is everything above the fold.

For a newspaper, of course above the fold means everything literally above the fold, so the top half of the front page. Those are your headline stories, the ones that make people stop and pick up a copy. And it’s not really that different for a website, except that it’s what’s above the scroll that counts. Just getting a user to scroll down your homepage can be a challenge, so that initial view is crucial for engagement.

What does the user want?

It’s the question everyone who’s ever been involved with a website has asked or has been asked. The answer is of course different for every organization, but it’s the number one thing to keep in mind when laying out the homepage. Are they just looking for information? Are they here to buy? Do they need to contact someone? Understanding your average visitor’s priorities is the key to designing a homepage that actually works.

What information do you need them to have?

Once you know what your visitors are looking for, the next step is figuring out how to give it to them quickly and clearly. They want to contact you, but how do you want them to contact you? Do you want to direct them to certain products or help them to curate their own shopping experience? Are there calls-to-action that need highlighting? Users have their own list of wants when visiting your website and you should have yours. Then you just work to find the best way to make your priorities align.

Mobile Matters Too

On smaller screens, the “fold” shifts entirely, so your priorities may need to shift with it. Features or information that you have room for on desktop, might just not be worth the space on the limited real estate of someone’s phone. Good responsive design includes finding the best ways to save space and prioritize the specific needs of mobile users.

Putting It All Together

You only have one shot at a first impression. When designing your new website or updating your current one, it is more important than ever to consider what your users want to see, what you need them to know, and how you can make the most of their visit.

Ready to create a site that makes the right first impression? We can help you think above the fold and beyond.