When a visitor lands on your website, you have around 7 seconds to grab their attention. Yep, you heard right, 7 seconds! It’s not long at all, is it?! So, we best make those 7 seconds count! The key to a high converting homepage that instantly grabs your visitors attention is to optimise your above the fold content and make it instantly clear exactly what you do, who you serve and how you add value.

What is above the fold content?

Not sure what above the fold content is? Let me explain.

Above the fold content is the portion of a web page that is visible on a screen when the page first loads, before scrolling down. The portion of the page that requires scrolling in order to see content is called "below the fold". Think of your homepage as your shop window - your opportunity to showcase what your brand is all about and attract people’s attention. Your above the fold content on your homepage is like your prime real estate. You want to make sure you optimise this space the best you can.

How to optimise your above the fold homepage content

The best way to optimise your above the fold homepage content is to include a simple statement that clearly states who you are, what you do, who you serve and how you add value for your customers. I refer to this statement as your ‘brand bio’. 

It’s such a simple website update to make, but don’t underestimate the power of this statement! If you can clearly communicate all of these key things to your audience in a matter of seconds - you have a much better chance of standing out, making a connection, building trust and piquing their interest enough to stick around and learn more about you. If in doubt, always try and be as clear as possible when choosing the words to put on your website. The simpler the better. 

Try out this quick exercise that I like to call the “5-second rule”

If someone landed on your website today - would they be able to figure out what you do, who you serve and how you add value within 5 seconds? If not - it’s time for a re-think. Give this quick exercise a go:

Write down:

What you do

Who you serve

How you add value 

(Tip - When writing down how you add value, think about how you’re different to others in your industry, what problem you solve and what key result you can get for your customer.) 

Here’s an example of my own brand bio! You can view it in action here.

What you do: Standout Squarespace website design & branding 

Who you serve: for unique small businesses that don’t do normal.

How you add value: Want to raise your rates, book more of your dream clients, and have total confidence and clarity around your brand? Well, you’re in the right place!  

Put them all together and what have you got?!?

Standout Squarespace website design & branding for unique small businesses that don’t do normal.

Want to raise your rates, book more of your dream clients, and have total confidence and clarity around your brand? Well, you’re in the right place!

TOP TIP

Now you’ve got your brand bio sorted, you can start using it in lots of places other than just your homepage. You can use it on your about page, services page, social media profiles, include it on introductions in your freebies and all other content you put out. Consistency is key here! The more you tell people exactly what you do, who you serve and how you stand out - the more you’ll build trust, credibility and stay top of mind for your audience.

Next, include a clear call to action (CTA) on your homepage underneath your brand bio

If your no.1 dream client landed on your website today and could do just one thing - what would you like them to do? Maybe it’s to book a consult call, sign up to your email list or download your pricing guide. This is your ultimate website goal and should be the main thing you encourage your visitors to do throughout your website. Add a button next to your brand bio statement that invites them to take action, and leads them closer to your ultimate goal. 

For example - my ultimate website goal is for visitors to book a consultation call. So, the button on my homepage underneath my brand bio statement invites them to view my services page. Although this isn’t a direct link to my contact page to book a call, I’m encouraging my visitors to take the next step by leading them to my services page where they can view more info about my offerings. On this page, I have multiple buttons throughout the content that invites visitors to get started and book a call. 

In website design speak, these buttons are known as a call to action (CTA). When creating your buttons, make sure the words on the button are clear and tells them exactly what you want them to do. It might be tempting to try and get all clever with your website copy here, but when it comes to CTAs, clear and to the point is always best. 

There you have it! My top tip for optimising the above the fold content on your homepage. I hope this post was useful for you! I’d love to see how your homepages nad brand bio’s are looking - leave your links in the comments below or tag me on Insta @kurlycreative.

Are you struggling to connect with your dream clients or looking for more guidance around what to put where on your website? Then my anatomy of a dream client converting homepage is made for you! Grab yours now!

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