When I was still learning all about digital marketing and how to create a sales funnel, I kept hearing the term “above the fold”. It was based from traditional publishing, and it’s content that the reader sees first.
That’s why it’s named “above the fold” – when you read a newspaper, big headlines not only appear on the first page but also on the first upper half of the fold. You want to see the biggest news of the day, and not some featured article that could be at the back of the newspaper.
It’s a similar approach to digital marketing: the “above the fold” area is the most critical portion of any landing page. This is where you want to really reel your prospects in.
But where is it exactly?
Regardless of your monitor size and resolution, when you read a blog or a news article, it’s the detail before scrolling down. So when you’re creating your own website, you have to take into account what should go “above the fold,” or rather “before the scroll.”
That idea is especially helpful knowing that your audience more or less has a short attention span (if you haven’t read my post about that, you’re free to do so now).
So what should you put at the top of your landing page? Here are some suggestions:
A headline that addresses your audience’s problem
A subheading that previews the solution you have in mind for your audience
Image or video to describe or support your text
A CTA button for your audience to click if they want to know more
Does that mean your content has to be short – all above the scroll?
Not really. It depends on the type of content you’re producing and the landing page you want to use.
When writing a blog post, for example, you can go beyond a few hundred words, but you can already start adding images or CTA buttons at the start of your content.
On the other hand, when you publish a video, you can have a short description. However, the first few minutes – or even seconds – of your video should already contain the elements of an “above the fold”: talk about your audience’s problem, tell them how you can solve it, and invite them to learn more.
If you haven’t applied these elements on your landing page yet, it’s time to do so. I can help you get started. Join my Facebook Group, Online Client Attraction, and learn with other entrepreneurs on how to turn landing pages into the rope that reels in your prospects.
Enticing your audience at the very top of your landing page takes a lot of practice, but once you get the hang of it, you’ll start to see the results you want: more clicks and more clients.
But I’m curious.
If you’ve created a landing page before, what elements of a landing page have you put above the fold, and why are they important to you?