This is inspired by a great article over at landingpageoptimization.org. As an advertiser and marketer, every piece that you create and present to an audience should have a call-to-action at the end driving people to your product or service. But what comes before is even more important.

You must prove that what you have to offer is valuable and that it is going to solve the visitor’s problem. Really, this value that you offer to the potential client is compromised of the images, layout, copy and overall feel of the site. Attention spans are so short and most web sites are so well made, that anything less than stellar, or at the very least clean, will be pass over almost instantly.

There’s another essential and that is the concept of something being above the fold. It’s almost the same as a newspaper, but in the web world, being above the fold is the content that your visitor sees before they have to start scrolling down the page or interacting in any way. This section must convince the visitor to stay and engage the rest of the site.

The rest of their article is well worth a read, so check it out. Click Here.