It’s absolutely essential that you include this above the fold.
Your USP is the way visitors get their bearings after landing on your site.
It’s your way of instantly showing them what you’re offering and how they’ll benefit by exploring your website further.
Here’s the USP for Quick Sprout:
Bam! Visitors instantly know what’s up.
It doesn’t matter what industry you’re part of or what niche you specialize in, a clear, well-crafted USP is a vital element of your above-the-fold content.
Some “explainer” copy
So, your USP provides visitors with an initial orientation.
But it doesn’t usually explain all the details.
This is why you need to include a bit of “explainer” copy that tells first-timers what your product does.
Here’s a great example from the Ahrefs homepage:
It’s brief and concise, but visitors can quickly tell what they can accomplish by using Ahrefs.
In this case, they can learn what’s helping competitors rank high and what steps they can take to outrank them.
Notice that it doesn’t drone on paragraph after paragraph with long-winded copy.
It matter-of-factly elaborates upon the USP and explains what the product does.
In turn, this should raise the interest level of visitors and encourage them to keep exploring the website further.
Your brand logo
This is a biggie.
In a world with super-saturated industries, where companies often have to scratch and claw their way to the top, brand recognition is of the utmost importance.
That’s why you want to establish consistent branding across the board and take every opportunity to reinforce your brand identity.
Take a look at the homepage of any major company, and I can pretty much guarantee they’ve included their brand logo above the fold.
Below are just a couple of examples.
Here’s HubSpot’s homepage:
And here’s Dropbox’s homepage:
It’s your way of letting visitors know who you are, and it plays a role in your long-term brand building.
Let’s say a visitor has just landed on your homepage for the first time.
After seeing your USP and explainer copy, they have a pretty good idea of what you’re offering.
And after seeing your brand logo, they associate it with you.
At this point, you’ve piqued their interest, and they want to learn more.
It’s your responsibility to provide them with the framework to explore your site in a streamlined, systematic fashion.
This, of course, is done through simple, intuitive navigation.
Allow me to provide you with a few examples of brands that do this really well.
First, there’s ConversionXL:
Next, there’s Buffer:
Finally, there’s Pat Flynn’s Smart Passive Income:
Pat’s homepage incorporates a feature that I’m a big fan of.
The “Start Here” page.
It’s not necessary for every website, but it’s a great way for some sites to give first-timers a quick and easy way to get acquainted with the site, providing them with the best content to accomplish that.
Notice that all three of these examples feature simple, easy-to-spot navigation.
This way visitors can quickly find what they’re looking for with minimal effort.
This is crucial for encouraging visitors to browse your site in-depth and for getting conversions.
This element is more important than you may think.