How to double conversions on your startup’s homepage – TechCrunch

by Jeremy

Between our work at Demand Curve and our agency, Bell Curve, we’ve rewritten over 1,000 websites for startups across most industries. Want to convert twice as many visitors into customers? Follow these copywriting tactics.

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Everything “above the fold” must have a purpose.

The section of your homepage that’s immediately visible to a visitor before they start scrolling is called “above the fold.” (Think of a print newspaper: Everything above the literal fold in the paper is the most critical information.) When visitors see the content above the fold, they decide to keep scrolling or exit your site.

In seconds, they’re trying to figure out what you do and whether you’re a fit for them.

The most common mistake we see startups make? Their “above the fold” is either uninteresting or confusing. This often happens when marketers attempt to squeeze too much content above the fold.

The most common mistake we see startups make? Their “above the fold” is either uninteresting or confusing.

The truth is, most of the information on your website is irrelevant to new visitors. So the area above the fold should explain how you can help new visitors solve a specific problem. For example, you might see a homepage that promotes the most recent technical blog post that the company published. But that’s not useful to a visitor who doesn’t yet understand what you do. To further confuse the visitor, many companies add an extensive navigation bar to the top of their site. In theory, this allows your visitors to access any part of your website easily. In practice, it leads to decision fatigue and low conversion rates. Unless the content directly helps answer what you do and whether you’re a good fit for that visitor, it should be removed. There are three things you can do to improve the conversion rate of your homepage:

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