What should the "Above The Fold" of the B2B website? (With 5 samples that can actually close the deal)

The real problem in life: Why is the B2B website beautiful? No one contacted?

Have you ever felt like this? Your B2B business website is well designed, beautiful, modern, product information or service is fully put. While also spending a budget for people to enter the web every day But ... why is it so lonely? "Request a quotation" or "Demo" is almost zero. The visitors stopped like the train station. Well, then continue Not a business conversation once

If you are encountering the situation, "The traffic has only Lead." This is not to face this problem alone. This is the classic symptoms of the website that missed the "golden opportunity in the first 5 seconds" unfortunately. The area called "Above The Fold" or the first part of the screen that the user saw without having to scroll down. Is the battlefield to judge the most important fate And your website may be defeated in this battlefield.

Prompt for illustrations: Split-Screen compared to the left side as a picture of a person looking at the computer screen with confusion, headache with the right side as a person with a satisfactory smile while using the same website, but the new design. There is a distinctive message that "5 seconds to judge your business future"

Why did that problem occur: blind spots that are not seen in "The first checkpoint"

The reason that the ABOVE The Fold of many B2B websites work is not fully effective. Not because the design is not beautiful But because it is "communication" is not good enough. Most problems are caused by these misunderstandings:

• Fascinated by the design until forgetting the main duties: We often give importance to the beautiful Animation or the exotic layout that you forget that the most important function of this area is "Valuable communication" to be as clear as possible
• Use the technical vocabulary that understands themselves: words like "Innovative Solutions" or "Synergistic Partnerships" may sound cool. But for customers who come in for the first time It doesn't say that you "do anything" and "help to solve any problems for him."
• There is no "clear" sign: visitors come in and become interested. But do not know what to do with the Call-to -ction button (CTA) may be too small The color swallowed the background or none at all, causing them to be lost and finally pressed.
• Do not understand the journey of customers. B2B: The decision of the organization's customers is complicated and spend time looking for "experts" to help solve. His "business problem" is not just a general online store. The value of value therefore must be really accurate and at their pain.

Research from UX experts like the Nielsen Norman Group confirmed for many years that Although scrolling behavior is normal But the information that the user is interested will decrease gently when scrolling down. This means that the Above The Fold area is still the "most expensive real estate" on your webpage.

Prompt for illustrations: simple infographic images Show the brain of the customer with a question mark (?) While looking at the ABOVE THE FOLD, the website is full of technical terms and does not have a clear CTA button.

If left, how will it affect: the price that must be paid is more expensive than expected.

Having a weak Above The Fold is not just about losing opportunities, but it is a "cost" that your business is paying every day without knowing it. The consequences are more intense than expected:

• WASTED AD SPEND: You are paying for people to click in. And then press off immediately It's like pouring water on the sand. Nothing left to harvest at all.
• Lost a high value business opportunity: Imagine having a Potential Lead that is ready to close the 6-7 digits to your website. But instead could not find the information or contact button ... that was the income that disappeared in front of the eyes
• Break the brand image: Website that communicates confused. Make your brand look unprofessional. Unreliable And do not pay attention to the details Which is extremely dangerous in the B2B market. Trust is everything
• Worse SEO ranking: When the user comes in and pressing out quickly "Unexpected" (UNHELPLONTENT) and will gradually reduce your rank in the long run. UX/UI designs for high value B2B businesses are not just beautiful. But is an important factor of SEO

Prompt for illustrations: The silver picture is floating from the computer screen that opens the B2B website that looks confused, with a bounce rate graph.

Is there any solution? And where should it start: Open 5 texts that must have!

The good news is that this problem can be resolved. And do not have to even have to dismantle all the new websites We just adjust the "5 important elements" in the ABOVE THE FOLD section to be clear and work together efficiently. You can change the visitor to the customer immediately.

The main principle is to answer 3 questions of the visitors within 5 seconds: "Where is this?", "What is there for me?" And "What should I do next?"

1. Headline that communicates (Value Proposition Headline): This is the most important part. Must answer, "What do you do and help solve the problem for anyone?" The most clearly in one sentence. Forget the elegant words first and focus on the "results" that customers will receive.
2. Explanatory Sub-Headline: 1-2 short sentences that expand Headline May say that you do "how" or do "for who"
3. The image or video that reflects the results (Compiling Visuals): Use a hero (Hero Image) or high quality videos that show "The results of the service" or "Products are working" not just beautiful stock photos. Unrelated
4. The Primary Call-to-Action-CTA: must have the main button. "Only one button" that is the most prominent. Let the user know what you want to do as much as possible, such as "Request a Demo" or "Get a quote.
5. Trust signals / Social Proof: especially in the B2B market. Put the logo of the large customers you used to provide, awards, or interesting statistics, such as "more than 500 leading companies"

The perfect combination of these elements is the heart of conversion optimization that will truly change the game for your B2B website.

Prompt for illustrations: beautiful infographic shows the layout of the ABOVE THE FOLD, with 1-5 points to each part (Headline, Sub-Headline, Visual, CTA, Trust Signals) with a short explanation.

Examples from the real thing that used to be achieved: 5 B2B websites that use Above The Fold to close the deal!

How good theory Not as much as you see the real thing Let's see how the world -class B2B company uses 5 elements above to create powerful ABOVE The Fold.

1. Asana:
- Headline: "Work on Big Ideas, without the Busywork." (Big work Without having to be busy with the work) - clearly communicate the results Is to reduce unnecessary work.
- Sub -Headline: " From the Small Stuff to the Big Picture, Asana
Organizes Work So Teams Know what to Do, Why IT Matters, and How to Get IT
Done . " "Get Started", clear black button
- Social Proof: World -class customers like Amazon, Google, Deloitte under

2. Shopify:
- Headline: "The Global Commerce Platform" (trade platform for worldwide) - How clear is it?
- SUB -Headline: "Build your business with a platform that Helps, online, online, and eyewhere in Between. " - Expanding the ability
- Visual: The picture of the shop that looks good and successful
- CTA: " Start Free Trial ", big green button, seen from Kla
- Social Proof: stated that" Trusted by Millions of Businesses Worldwide. "

3. Slack:
- Headline: "Move Faster with Your Tools in One Place" (work faster With all the tools in one place) - focus on "speed", which is what every business needs
- SUB -Headline: "Automate Away Routine Tasks and Focus on What Matters Most." - Expanding the benefits
- Visual: The program that shows the app that works with other apps
- CTA: There are 2 clear buttons. Choose according to the needs
- Social Proof: Logo, many leading customers

4. Hubspot:
- Headline : "
A Powerful Crm Platform That's Easy to use" (Easy CRM CRM) - Slap the competitors that are often difficult to use
. Marketing, Sales, Content Management, and Customer Service. " - Tell the completeness - Visual: The overall Dashboard that looks clean and easy to understand
- CTA: " Get A Demo "and" Get Started Free "
- Social Proof: Available numbers, users and cocoes

5. Caterpillar (CAT):
- Headline: )
- Communicate the strength and necessary in the heavy industry.
- Sub -headline: No, but use the picture to tell the story . Reflecting power and reliable This is an example of Landing Page design for excellent
- CTA: "Explore Products & Services" and "Find A Dealer" clearly
- Social Proof: The brand Caterpillar itself is the strongest Social Proof.

Prompt for illustrations: Collage images that include the Screenshot. The ABOVE THE FOLD of all 5 websites are beautifully arranged.

If wanting to follow, what to do? (Can be used immediately): Checklist 6 steps to make a look The Fold

Ready to improve your website, right? Try to follow the 6 -step Checklist.

1. Set your number 1 goal: ask yourself, "What is the only most important action that you want visitors to do on this page?"
2. Mobilize the brain. Write Value Proposition: Try writing many types of Headline using simple formulas: [The final result that customers need] + [for anyone] + [that helps solve problems] such as "Accounting platforms for freelance. That helps to save the document time 10 hours per month. "
3. Choose the most powerful CTA: text on the button must be stimulated to do and tell the results. Not a wide word like "Send information". Take a look at the CTA samples for the B2B website to find more inspiration.
4. Choose the right image: The image is used to communicate and enhance your headline. The product image is working? Is your team picture serving customers? Or the graph showing growth? Choose the most powerful
5. Collect the best Social Proof: Choose the 3-5 most famous customers that you are allowed to use or select 1 most powerful testimonial to show.
6. Structure (Wireframe) before actual action: not to be beautiful. Just use the paper and the pen to see where all 5 elements will be placed. In order to see the overall picture and priority Before having the development team actually do

Understanding that "What to say" in order for organization customers to believe Is the key Try reading more. How to write pages 'Why do you have to choose us' to polish your values to make it sharp?

Prompt for illustrations: Beautiful checklist images with each icon (target, brain, mouse button, picture, logo, draft paper)

Questions that people tend to wonder And the answers that are cleared

Question: "Above the Fold" is still important? In this day and everyone Then scroll all the screens to watch the web?
Answer: More important! As mentioned above It is the decision that the visitor "Will you waste your time to scroll down to watch?" If the first 5 seconds, you can't make him interested. He will press off immediately without postponing anywhere. Try reading in -depth analysis here: Above the Fold is still important?

Question: How many CTA buttons should be had in the ABOVE THE FOLD section?
Answer: The best rule is "with the most prominent Primary Cta button" and may have "Secondary Cta" that is less prominent (such as using a link. Or translucent buttons). Can be placed near each other, such as the main button is "Democrats" (solid color) and the secondary button is "watch video" (airy) for options. But not confusing

Question: For the B2B website, should it be better to use photos or pictures from Stock Photo?
Answer: Real photos of the team, office, or your products that are taken professionally. Will always build credibility and bond better than stock images Because it shows real identity But if it is necessary to use stock images Choose to invest with high quality images that look natural and convey the "results" that customers will receive. Not a picture of a foreigner smiling in a fake meeting room

Question: We are a small company. There is no famous customer logo to show. What should I do?
Answer: It's okay! You can use Social Proof in other ways, such as testimonial or compliments from customers. (Request permission first) to show with his name and company, show the Case Case Study, which says that you help the customer to solve any problems and get better results, or show the number of successful projects. These things create good credibility, not inferior to the logo.

Prompt for illustrations: Large question mark icon (?) With Bóng đèn (light bulb) that is bright beside Conveys a clear answer

Summary to be easy to understand + want to try to do

In summary, "The first checkpoint" or the ABOVE The Fold of your B2B website will have to act like the best receptionist. Is able to tell the whole story of your business within 5 seconds with 5 important components: sharp headline, clear sub-headline, powerful Visual, navigation CTA and Social Proof that ensure

The investment is to improve the small space. This is one of the most worthwhile investments that you can do for your business. It can change the fate of the website from just "beautiful online brochure" to become a "LEAD creation tool and close the sales at work for you 24 hours."

Now ... Try opening your website. And only look at the part that does not have to scroll the screen Ask yourself honestly that "If I am the customer who came in for the first time Will I understand in 5 seconds? And what should I do next? "

If the answer is "no" or "not sure" ... It's time to change!

If you want a professional team that has experience in creating a webpage that can actually change to customers, consider the UX/UI design and Landing Page design service that focuses on our highest conversion. We are ready to give advice to find the best solution for your business.

Prompt for illustrations: People are pointing to the "Request A Demo" button on the computer screen with confidence smiles. The back is a conversion graph that is soaring.

‍