WEB DESIGN RESOURCES
38 Website Design Terms You Need To Know
Above the fold
The design world has many borrowings from the printed one. One of these is the concept of the fold. When newspaper editors were (and still are) fighting for the public gaze, it was more convenient to place a captivating story at the top of the newspaper. This is for obvious reasons. It was easier for the public to see a story if it was placed at the top of a sheet of newspaper. And naturally, when readers came to pick up the newspaper, they didn’t have to physically organise the newspaper – they could simply read the top section, or, above the fold.
Important content that was placed above the fold meant not having to spend more time looking for it elsewhere on the newspaper.
The same can be said for your website. When you immediately land on a homepage, you are viewing above the fold. You haven’t begun scrolling yet, and any content that is placed further below would require you to head further down the website.
Above the fold sections on your website are crucial for captivating your audience, and establishing your brand values. This is what users immediately consume when they land on your website – and you can influence the effects of this in many ways.
You can use above the fold for useful content, or you can keep it clean and refreshing by utilising space and minimal content. Either can work – but you need to think about what you want to say, and how.
Analytics allow you to gauge how your website is performing – and how it is being used.
Google Analytics is the most popular tool for retrieving metrics and other KPIs (Key Point Indicators) that allow you to analyse the way in which users are engaging with your website. What pages are they visiting? How long are they on that particular page for? Where do they go next? And how did they get here in the first place?
Various analytics tools will also tell you more about your SEO (Search Engine Optimisation) performance, and what kinds of keywords users are searching for to locate your business. And thanks to this, you can review any paid ads you may have running, and make them work around your target audience behaviour.
On the whole, by analysing what works best on your website, you can better inform your marketing strategies and objectives going forward.
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You will be more than familiar with these types of links. They are Call to Actions (CTAs) that encourage users to visit pages that will add value to their experience.
If you have included content about your products and services, it would be convenient at the bottom to have a ‘Our prices’ CTA.
Perhaps someone has read a little bit about your services, but want to find out more about your business and why you exist. ‘Our story’ would work perfectly here.
CTAs influence direct action from users, and makes their journey that little bit easier.
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