The Upper Left Corner
Without fail, in my efforts to stay professionally developed, there is always an A-ha moment where I bonk myself on the forehead with the heel of my hand and wonder how I forgot what I’d just re-learned.
The most recent moment came while attending a webinar on paid search. The speaker, David Szetela of Clix Marketing, was discussing the importance of quickly getting the message to the visitor that your site is where they need to be. The best way to do this is to reiterate search terms (key words) on the landing page.
The best position in which to do this is the upper left corner. Eureka! There it is.
Most of us are targeting left-to-right readers. We don’t start reading in the middle of the page, so why do we insist on putting headlines front and center? It looks pretty. Well, pretty don’t pay the bills. We typically have less than ten seconds to capture attention and persuade prospects to take the next step.
The same principal that applies to the lot upon which your home is built also applies to virtual real estate; location, location, location. Next is content. Internet marketers can greatly increase their click-through-rate and in turn conversion rates if the first thing searchers see (location) is material relevant to their search (content). To maximize the probability that the visitor will read a whole headline and act on it, include search terms. If a visitor sees what was searched for immediately then he’ll be more likely to spend time exploring your site and purchase your product or service.
Which is the whole point.