This concept is in the realm of website content writing … but I toyed with whether or not to bring this issue up. In a few of the sites I’ve reviewed, I noticed something called a ‘fat foot’ being added.
Basically all the contact information for the business is being migrated to the bottom of the home page, often in lieu of a contact page. Do you scroll to the bottom of a page to look for contact information? I don’t.
Now, let’s integrate all the contact information into something called above the fold and below the fold. Pull up a website on your screen – any site will do.
What you see in front of you is called above the fold. When you scroll your mouse downward, the rest of the screen shot is called below the fold.
In website content writing, when you place your contact information at the bottom of the page, you are placing it below the fold. How often do you scroll to the bottom of a page to find a phone number? Do you want to?
Or, in your website content writing, do you want that phone number in big bold letters in front of your face, above the fold?
I’m going to be honest – I like finding phone numbers and addresses to be so easy I don’t need to think about it. When I do your website content writing, I might even place them in the body of the copy. If you want someone to visit your store, I’ll put the address in the body of the copy.
To the right of your copy, when I do your website content writing, I’d ask to place promotional buttons, calls to action or blurbs that tell the visitor where to go, who to email or what to call. I would not trust visitors not to be lazy, like I am, and to scroll to the bottom for my contact information.
The longer you make someone try to find your contact information, the more of a chance you have of losing them as a client. The sooner you snag them in and give them your phone number, email, etc, the higher your chances of converting them from visitor to sales leads.
(This also plays into a key sales concept called the sales funnel. You want to dump as many people as possible into your funnel, then work them down into eventually buying from you.)
So, here’s the website content writing grand finale: Place all pertinent business information above the fold. Don’t make your visitors work to get to the good stuff. Never place anything below the fold you actually expect someone to read.
If you offer a product or service exclusively, put it above the fold. If your grandma founded your cookie company in 1942, below the fold. If you have a sale on half price drinks on Tuesdays, above the fold, right side rail. If you wore green socks every day last week, below the fold. Easy, right?
One more time: Important information like address, contact, sales and services, above the fold. Below the fold for company information, facts, details about services and other non-pertinent details. Now you’re ready!
If you’re as confused as I make myself about website content writing, email me for a FREE CONSULT. I’ll cure what ails you.