When people arrive at your site for the first time they have a few questions on their minds, such as:
- Am I in the right place? Does this page match what I was expecting?
- Does this page have the information I’m looking for?
- Whose site is this?
- What is this website about?
- Should I bother reading more?
Visitors scan and skim to make a quick assessment of the page. So you need to include enough information above the fold to provide answers at a glance. Otherwise they’ll hit the back button immediately.
The elements visitors use to orient themselves on a web page are:
- The page header containing your company name, logo and website tagline
- Headline and lead paragraph
- Sub-headings
- Highlighted text and links
- Navigation labels
These elements must work together to communicate quickly and clearly what a page is about and why a visitor should keep reading.
Charles Cuninghame – Website Copywriter
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