What Every Sales Site Needs Above the Fold

As someone who has built his fair share of websites

, I would like to share with you what I believe every good sales website should have "Above the Fold", meaning the space the potential buyer sees before they start scrolling down a page. Treat this space as a billboard and only include the most relevant info so customers can understand, at a glance, what your sales site is about.

1. A call to action. If you ultimate goal is to get a visitor to buy your product, tell them to. A giant Buy Now or Subscribe button that stands out by being the only element on a page that is a certain color, like green, lets visitors know what your site is about. A good rule of thumb is that you have about three seconds to let people know what your site is all about.

2. Credibility indicators. This is huge. If you are not a well known brand, enhance your image by placing Visa/Mastercard logos somewhere near your Buy Now button. And put your contact info, such as a company telephone number and email address, in plain site. It puts the buyer at ease that they are on a safe, secure and legit site.

3. Bullet points. Summarize your product in as few words as possible. People are in a hurry and no one reads any more. You should have one attention grabbing statement that summarizes your product in one sentence, followed by a few important highlights. That's it. People get intimidated by text as it makes your product seem more complicated than it is. Keep it simple. If you have an existing product sales site, consider removing 20-40% of the text. Your conversion rate should increase dramatically when you make it a point to cut to the chase.

4. A shopping cart icon, preferably in green. You would be surprised at the amount of international business you will receive, assuming you are interested in shipping worldwide, from people who can barely read English but are simply looking to buy based on word of mouth. A shopping cart icon stands out and makes it very obvious as to where they need to go to buy your product.

5. Have you considered adding video to your site? There is no reason not to with affordable resources like webcams and video upload sites like Youtube. If you sell an informational or complex product, replacing paragraphs with text will help your potential buyers understand what you are selling while simplifying your site further. Create a basic infomercial and add it to your sales site. Video converts at a much higher rate than static text.

6. A secure payment seal. As a small company, you won't have the deep advertising pockets of larger competitors. By adding a PayPal or similar shopping cart stamp of approval, you can help put a customer's mind at ease that you are a reputable company and a safe shopping destination for their credit card.

7. Finally, a contact page. Make it easy for potential partners to get a hold of you easily. Put a 'Do Business With Me' button near the top of your page for potential distributors and interested parties to contact you.

Follow these tips and your site will improve its conversion rate and reputation substantially.

What Every Sales Site Needs Above the Fold

By: Anthony Adams

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