What belongs on the first screen
If you create trust and show the benefits of your offer in the first visible part, you have already achieved a lot. What matters is which information comes first and in what form.
Hardly anyone can remember more than 5-6 benefits of an offer.
- Images and infographics say more than 1’000 words.
- A good video says even more than 1’000 images.
- Well-chosen bullet points make people want to explore the website further.
For brands that are not yet known, trust matters most. Show how many satisfied clients you have, which awards you have won, or highlight your right of return. Well-known brands score by meeting visitors where they currently are in their customer journey.
Why a video pays off
- More trust Studies show that people trust a provider more when they can «look them in the eye» in a video.
- Clearer and faster A video gets your offer across more clearly and in less time.
- 71% more purchases That is how much more clients buy according to a study when videos are used well.
- 70% faster According to the same study, the purchase decision speeds up by this much.
How to make your own video work
- No model needed You do not have to be a photo model or an actor.
- Stay relaxed A video does not have to be perfect.
- Stay genuine Show yourself as you are.
- Allow mistakes Fear of mistakes is the main reason many people make no videos at all.
Everything at the top then, scrolling today
Webmasters used to try to cram all important content into the visible area of the browser. With the variety of smartphones, tablets and screens, that no longer works.
Scrolling and swiping have become second nature. The first screen therefore does not have to show everything. It should win attention and lead visitors to your offer.
Titles draw the eye
Nothing gets as much attention as a title. There are 2 kinds, and both need careful wording.
Headline
The headings on the website itself, also called H1, H2 and so on. If a headline is too long, attention drops.
Meta title
The title Google shows in the search results, together with the meta description. It is considered one of the most important of Google's 200 ranking factors. If it is too long, Google cuts it off with «…».
The meta title and meta description are the first things searchers see of your website. If the two are matched, more people click on your result.
What makes a good title
- No more than about 70 characters long.
- A benefit for the reader that prompts a click or further reading and still sounds natural.
- No abstract wording and no jargon.
- The main keyword at the start, meaning the term the page should be found for.
- A title of its own for every page of the website.
Titles that make people read on often start with a number. For example «The 10 most important …», «5 reasons why product XY stands out from the competition» or «The 7 most beautiful fashion trends this spring».
Know what your visitors see
Keep an eye on how your visitors behave and find out which screen sizes are most common. Then you can build your website so that your most valuable content sits on the first screen.
