How to make a good first impression on your website
Connect with your visitors and get them to stay longer.
What is the difference between the people that stay on your website and those that leave as soon as they get there? There is this thing called above the fold. This is the first thing that a visitor on your website sees before scrolling.
First impressions matter.
Think of it like a sales pitch. A potential customer will usually decide if they will buy what you are selling based on how you look, and what you say within the first minute of meeting them.
A bad above the fold design is like selling million-dollar mansions in a clown suit. Someone might buy, but 99.9% of your target market won’t even look at you twice. Let’s look at what makes up above the fold and see how you can use it to your advantage.
Elements of above the fold
- The value proposition — What does your product do for them?
- Summary — What is your product?
- Call to action — How can they get the solution they are looking for?
- Hero image — An image that they can connect with.
What is your value proposition?
A value proposition is the benefit that your user will get from using your product. The truth is that customers only buy your products if it helps them to reach their goal. It doesn’t matter how good your product is if it does not solve their problem.
You want to communicate to your visitors that:
- you understand their problem
- your product is the solution to that problem
So how do you show that your product solves their problem? There are two ways to do this:
a. Ask the question that they are asking. For example: “Are you looking for a personal trainer in New York?”
b. Give them the solution they have been searching for. For example: “Learn how to start an online business.”
Keep the value proposition short. Use 10 words at most. This allows it to be punchy and have greater impact.
One mistake that is often made is selling the features of our product as the value proposition. No one will buy your product just because it is a good product or because it has great features. Do not just tell them what it does. Tell them what it does for them.
Summarize your solution
If your value proposition works, now you have their attention. Next, tell them what it is that you do. Connect their problem with your product. “Gain access to a team of accounting experts”, “Learn how to make ads to target your customers on the platforms they use.”
Inspire them to act
“Join now”, “Start your free trial” or “Start planning”. Use a call to action to get them to do something. Tell them where to go next. One way we miss out on potential customers is when we keep selling them on features and solutions when they are ready to buy.
Get them to act, and act now. Be specific and use a guide or sign to show them where they should go.
Pick an image that tells a story
Don’t just throw on a random stock photo that you found on the internet. Instead, look for an image that matches your message. If it is about providing towing services, show someone by the roadside with their car broken down. If it is a family restaurant, show people sharing a meal.
“A picture is worth a thousand words”
Test different designs
Try out different text, images, and colors and choose what gives you the best results.
Two tests that you can use are:
- A/B test — This is where you show two different designs to visitors and use the statistics to see which of the two is more effective.
- Multivariate test — This is where you show two different designs to users but with only a few changes between them. For example, changing only the colors or images while keeping the overall design and user flow.
Remember to design for mobile
More than 50% of all internet access is done through phones. And that number is increasing every year. Just because it looks good on your laptop screen, does not mean it looks good on mobile. Make sure your website works well on both.
Keep it clean and minimal
Lastly, you should only have one of each element. The more you show a visitor, the harder you make it for them to decide what to choose. You do not want them to stop and ask what option is best for them. You want them to act and to act now.
Thanks for reading. Drop a clap if you enjoyed this article.
