When someone lands on a web page while browsing, you have only a couple of seconds to grab their attention before they decide to move on to something else. That means that the content “above the fold,” the first content they see, must immediately arrest their attention.
The first thing a reader wants to know when they first land on a web page is:
Do you understand my problem?
Your reader is visiting your page because something somewhere indicated that you might be able to help them with a specific problem they have. It may be improving their lifestyle, saving them time, making more money, or educating them about a particular topic. Whatever they see and read in those first few seconds should say, “You’re in the right place. I understand the problem you are dealing with.”
Since, we have become such impatient people; you want to use as few words as possible to communicate this message. Short, strong statements or questions related to pain their problem is causing are the best way to do this.
Here are some examples:
– Lose weight fast!
Save time and money
– Having a hard time falling asleep?
Is it time to replace your furnace?
Need a repairman you can trust?
Each of those short sentences quickly identifies a problem that needs a solution: weight loss, saving time and money, falling asleep, aging furnace, a trustworthy repairman.
Immediately following that attention-getting statement, there needs to be something that indicates that you have a solution and what that solution is. Again, keep it short, but compelling. The goal of these two pieces of copy is to get them to scroll further down the page.