Key Info Appears “Above the Fold”

If you read our companion article, Top Ten Mistakes in Dive Store Website Design, you know this one already. Nevertheless, it bears repeating:

• People do not come to your website to be “entertained,” “informed“ or “educated.“ They come seeking answers to specific questions.
• Many of these questions are surprisingly simple: Where are you located? What are your hours? Do you take credit cards?
• You do not want to make visitors hunt for this information. Smart retailers make sure customers can find it in the top 600 pixels of their home page.

See full-size example.

In the newspaper business, this is known as putting headlines and stories “above the fold” — that portion of the front page that shows when the newspaper is displayed on a rack. You want to make certain your website follows this example.

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