A Great “Above the Fold” Area
What I mean by “above the fold” is everything that is visible on the screen when people initially land on your website.
The term initially comes from the newspaper industry, referring to the visible area on the top of the first page of a newspaper when it is folded in half. This is where editors would have to display the most eye-catching headlines to temp passersby to pick up the paper for further inspection.
(Old school clickbait)
Just like a paper, when you land on a site, you don’t get to see the whole thing at once. You only see the top of the first page of the website.
If you look at this site:
The image you see here is the “Above the Fold” area which also conveys their most important message:
“Get in the college of your dreams.”
Straight away, you know that this site is about college prep and for students. Then you see the subheading:
“Test Prep and Tutoring Services to Maximize Your Scores.”
So now you know what their promise is AND how they are going to deliver on that promise, all within a few seconds.
Firstly, they want to help you achieve the highest score so you can get into the college of your dreams, and they will help you get there with their services.
This is a great above the fold area.
It touches all three levels of a student and their parents’ needs during the college application.
External need: High test scores to get into college
Internal need: To feel confident that they will successfully get into the college they want
Philosophical need: To achieve your dreams.
Now let’s look at the before and after of another website’s “Above the Fold” area.
This was Scott Wintrip’s site:
(We just redesigned his Web site about a month ago.)
Scott is a public speaker who speaks to human resource directors throughout the United States. He’s a specialist in hiring and recruiting.
If you look at his old website:
You actually have no idea what Scott really does, other than speaking.
It says speaking…and it says Scott as your next keynote speaker.
It says something about speaking twice, but it also shows Scott on stage with a guitar in the background.
Right now, you might be looking at this thinking:
“Maybe he specializes in talking to the music industry or something…”
The website just wasn’t passing the basic 5 second rule.
(knowing what a person does and what it has to do with you within 5 seconds of looking at their website)
Then, we spent some time with Scott, using the Story Brand technique to get his site right.
If you look at his new website:
It has a nice silent background video showing him on stage, speaking to a large audience. Obviously, you can tell that he’s a speaker.
However, people don’t want a speaker. Same as people don’t want an author. They want the content. How it comes is just the medium.
Instead, people are looking for help to solve their problem. In Scott’s case, he helps solve a common problem in the H&R world:
Being completely stressed out and overwhelmed by recruiting and hiring.
That’s how we chose his headline:
“Eliminate the stress and overwhelm of recruiting and hiring.”
His tagline further supports value proposition:
“Hiring doesn’t have to be a hassle.”
It’s plain and clear. Scott Wintrip is a speaker who helps you eliminate the stress and overwhelm of recruiting and hiring so hiring doesn’t have to be a hassle.
(I don’t know many people who enjoy recruiting and hiring people.)
Next, his clear Call to action is “Book Scott.”
You don’t contact him or learn more about him. You Book Him. Of course you do! He’s going to eliminate the stress and overwhelm of recruiting and hiring for you. Who doesn’t want to book him?
Next, let’s look at my website:
Btw, I’m not trying to brag about myself. That’s not the point.
I just want to show you how I use this same advice in my own business too. Take a look at the title:
“Business Growth & Marketing Advice that Works”
Instantly, you know my talks cater to people who are looking to grow their business. They are also people who are looking for marketing advice that gets results, in contrast to the impotent advice they have previously received.
Let’s look at my subtitle. It’s didn’t write it for my audiences. It targets meeting planners.
Why? Because they are the ones hiring me, right?
I don’t have the audience coming to my site to book me; meeting planners book me. When making your headlines, always ask yourself:
“Who will be writing me a check?”
In my case…
If I want to get booked, I need to put myself in the shoes of a meeting planner looking my website.
By doing this, I know that my key clients can look at my site and within 5 seconds, say:
“Okay got it. So it’s business growth and marketing advice. Got it. Yeah and makes complete sense. If I want him to share his advice, I click the Book Antoine button.”
That’s why I tell 90% of my clients:
Your website doesn’t need more creativity, it needs clarity.