We have all experienced it: you click on a Google search result and are taken to a website with a barrage of graphics and messages. The page you are viewing is so completely cluttered with information that you are not sure where to look or click. Here is a great example:
While this example is a bit extreme, it shows that too many messages and graphics are overwhelming and that first impressions are important, making the top area of a website vital to generating leads.
When you are presented with a cluttered web page, you do what everyone else would do: you close the site and head back to the Google search result page and try another link.
For you as the Internet user, this is not a big deal, as you have only wasted a few seconds of your time; however, for the owner of the website, this is a complete loss. Their website is not effective and it is not making money.
At FirstPage, our team of web designers are focused on building high-performing websites. That means we need to understand exactly what a user needs to see as soon as the website loads. Using clean website design, we entice the user and steer him or her towards the profitable areas of the website.
Entice your users early!
Thanks to eye-tracking software and companies that do user testing, we now have great analytics to understand what a user prioritizes. In a recent study by NN Group, it was demonstrated that users tend to focus on the first “two full screens” of a website. For example, on our own website, tests would indicate that 74% of our users have most likely clicked on a button or link within the top 2160 pixels of our website.
With this knowledge, it is tempting to place as many links and headlines in the top 2160 pixels as possible, but less is definitely more! Having eye catching images and clear headlines will drive your user to the profitable areas of your website.
Keep your navigation at the top and well organized
That same study points out that, within that top “two full screens,” the very top 20% of the entire website is where the user focuses most. This means that your user prioritizes information at the very top of your website. For this reason, a smartly designed website will have a thin bar running along the top which provides the user with clear navigation links.
At FirstPage Marketing, we like to keep the navigation area simple by using as few links as possible, as well as removing all jargon from the main menu to make it straightforward. In website design, the page title is also important to have high on the page, so the user knows where he or she is within your website.
Rank better on Google with SEO content high on the page
By placing navigation links and headings high on your website’s pages, you not only create a better experience for your user but you also satisfy some Search Engine Optimization requirements. At FirstPage, we understand how to balance the needs of your business, the user, and Google. If your website is not helping your business, we would love to connect with you.