When someone visits your homepage, you don't have all the time in the world to impress them. Instead you need to stand out and make an impression pretty much instantly. In fact, statistics suggest that the majority of users will decide within the opening five seconds of visiting a site whether or not they are going to stay or leave.
That smallest of windows is the time you have, and this also illuminates what designers refer to as 'above the fold.' This is part of the website that is visible before users start to scroll, and is among the most important elements of the site, because it's where you make an impression.
Getting this section right will help you to guide visitors deeper into your site. But, if you get it wrong, they bounce, and this is why it is vital to make sure you understand what exactly you need to include above the fold.
A Clear, Instant Value Proposition
The first thing you need to convey to visitors is what exactly it is that you do, and why that is important to them. Avoid vagueness, riddles, and being overly clever. Brevity and clarity are the order of the day, and they will help to convey astrong value proposition. You need to immediately answer three pertinent questions - what is your product/service? Who is it for? What makes it different?
Don't think too hard, you need to be able to convert this in a fast and effective way. If you can do this effectively, you will be able to generate more interest, and help keep customers coming back for more.
A Primary CTA
A call to action is essential for setting users on the right path, and once they understand what your business has to offer, the next step is directing them to where they can take action. This is what makes your primary CTA so important, and it should be visually prominent, appear above the fold, and use language that prompts action.
The key here is not to overwhelm users with too much choice, and instead focus on one clear action instead of five competing ones.
Supporting Visuals
Visuals actually can prove to be more impactful than words, and it's a fact that the human eye actually processes visuals faster than text. This is why it is important to work on your imagery, and ensure that it is relevant enough to reinforce your value proposition.
As such, there are multiple options you could consider, such as product screenshots, explainer videos, and a hero image that will show the outcome of using your service. Make sure you avoid stock photos, and choose images that add clarity and credibility.
Overall, the five-second rule forces you to focus on the elements of your business website that really matter, such as immediate understanding and value proposition. A first-time visitor should be able to quickly answer what your business/product is, and what it does, otherwise you aren't doing your job effectively.
