Above the fold
The good ATF section on your freelance website contains some standard elements:
- Header: the value you provide
- Under Heading: how to deliver it
- Social proof: who else have you helped
- Call to action: how you help a new customer move on
- Objection action: how to handle doubts about whether you should be selected
- Image: how you visualize your service
1. Your headline
There are countless guides on how to write the perfect headline. We look at perhaps the three most important.
Speak directly to your target audience.
You don't have to win everyone over, and you can often fall into a trap where your headline becomes too generic. If you embrace too broad in your headline, you will experience a bounce rate which is heading towards the moon. (Hint: we'd rather not have that!)
Therefore, be aware of who you want to reach, and speak directly to that core target group.
Be specific and focus on what value you deliver
Your headline must be easy to decipher, free of fluff and provide a clear understanding of how the recipient will get value. This is already where you open the door in a pinch the promised land.
Dominate your niche
Use your headline to support your position as a solutionone your potential (and hopefully ideal) customer is looking for.
2. Your sub-heading
Your subtitle is basically the supporting supporting role for your headline. It must therefore be able to do two things: describe what you deliver + how you deliver the value you just described in the headline.
Bonus: customers love numbers! If you can include results from other customers here, you will go a long way.
3. Social proof
When you sell services or products directly to the end consumer, the latter often gets a kick out of being first. But when you sell to companies, the story is a little different.
Business customers would rather not be first, they want to be safe. In the boardrooms there is a slightly frayed motto: "You never get fired for hiring IBM".
The safe choice will not get you into trouble.
Project managers are chasing results, and the easiest way to navigate among potential providers is who else has been satisfied.
Testimonials, ratings and results all help to substantiate why you should be chosen. Find ours guide to getting testimonials in house, and then play them right up front, where you can't avoid seeing them.
4. Call to action
Your CTA should make it as easy as possible for potential customers to be helped further.
The best CTA texts move beyond “buy now!” or "contact" and supports the rest of your messaging.
An exercise we do again and again is to ask "why". And you keep doing that until you can formulate a CTA text that is precise and benefit oriented.
Let's say you sell Social Media management packages for webshops in the design industry.
A CTA exercise can therefore look like this:
- "Buy now"
- “So I can save you time dealing with social media”
- “So you can get an insta that kicks r*v”
- “So you can sell more lamps”
When you have reached the core of the benefit you provide, you can formulate a CTA text that goes from a generic "Buy" to something a la "Get the IG profile your brand deserves".
5. Objection action
Potential customers have a number of reservations. Get under the skin of potential customers and get to the core of what is holding them back from choosing you. (Pro tip: give The MOM test a quick spin if you want to dress up to ask better questions.)
Objection action, in its simplicity, is all about dispelling any doubt, and you can therefore advantageously sprinkle it over both your ATF section and the rest of your page.
In the example above, do Overflow use of objection action by responding to a possible user's reservation "It probably doesn't work with the tools I use today!". Overflow has (most likely) identified that caveat as the biggest barrier, and is addressing it directly above the fold.
The crown of your ATF section is a visual element that ties it all together.
Many freelancers choose to show themselves above the fold, but if you can show your service, or even better your service in use, you are way ahead of your competitors.
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Above The Fold summed up
You have fifteen seconds to hook your visitors – otherwise they bounce.
The ATF section on your freelance website must create so much curiosity that people want to work with you.
The first step is therefore to guide a possible customer further into your site.
The good ATF section contains:
- A value-oriented headline.
- A sub-heading that supports the heading and tells how.
- Social proof that helps to see how you have helped others.
- A clear path for how to move forward (CTA)
- Handling arguments for why they should not choose you
- Visual elements that show you or your service in use