Above The Fold Design: 2x Conversions On Your Architecture Firm Website

Picture this: you've poured your heart and soul into your architecture firm's website, and yet, potential clients land on your page only to vanish within seconds!

The culprit? An underwhelming above-the-fold section.

That’s the section at the top of your homepage that visitors see immediately upon entering (i.e. what a visitor will see before they begin scrolling). Visitors aren’t sticking around, and those precious project inquiries are slipping through your fingers like sand.

It's a common trap to stuff more portfolio images and generic copy into that prime real estate. Unfortunately, sprinkling more images or different images won't magically captivate your visitors. Instead, it can create clutter and confusion, leaving them scratching their heads and clicking away.

In my experience, this is what a lot of above-the-fold sections look like on most architecture websites:

Basically, one or multiple larger images with a very general statement. How does this make you feel? Instead of making visitors feel welcome and intrigued, they probably feel a bit underwhelmed and maybe even confused. They’re wondering:

• Are they the right fit for me?

• What if I don’t want my house to look like that?

• Where do I click if I want to talk to someone?

• What makes this firm different?

Even though the example plays into an architect’s “minimal” aesthetic, it doesn’t speak to their audience. It's a bit like handing someone a messy puzzle – they'll likely walk away without even trying to put the pieces together.

So what’s the solution? Above-the-fold is prime real estate, and you want to make every pixel count. Pack a punch right at the top, enticing visitors to reach out to you with a high-quality opportunity.

Here’s an example of a high-converting above-the-fold design:

How does this make you feel? Imagine if you’re a “growing family” - this firm’s ideal client. Do you think they’ll feel like this is the right firm for them? Will they be interested in meeting with the firm about a home addition?

There’s actually 5 very powerful things working together in the example to make a visitor far more likely to click that CTA and book a meeting before ever scrolling through the rest of the website.

Let’s dive in!

01 // Headline

Sustainable home additions for growing families without going over budget.

If you’ve been reading my newsletter long enough then you probably already recognize the headline - it’s a transformation statement!

It’s laser-focused on a target audience and showcases a unique differentiation. Your transformation statement is the key to unlocking the curiosity and attention of your potential clients.

Here’s the template:

1. We help [X] design/create [Y] with/out [Z].

2. We design/create [Y] for [X] with/out [Z].

Where [X] is a starting point, [Y] is an end point, and [Z] is differentiation. Feel free to dive in here for a refresher.

Transformation statements are powerful because they’re short and answer 3 big questions that visitors will have:

• Who do you serve? (starting point)

• What do you help them do? (end point)

• Why should I care? (differentiation)

02 // Social proof

“The team at ABC Architects helped us to identify our needs and build our dream home without breaking the bank. They truly understood what we wanted and welcomed us into their process.”—Rachel Smith, Charlotte, NC

The proof is in the pudding! The most powerful forms of social proof are:

1. Irresistible testimonials

2. Engaging numbers or metrics

3. Logos (for commercial sectors)

Don't underestimate the power of amazing testimonials. Genuine feedback from happy clients can work wonders in building trust and credibility.

If you don’t have an irresistible testimonial, then dive into some numbers. Highlight the number of satisfied clients or the total value created through your work. Numbers speak volumes and add a sense of authority to your claims.

Lastly, if you serve a lot of commercial clients, then logos can be very helpful. It’s common to see a logo carousel toward the bottom of the above-the-fold section that showcases popular and impressive customers or partners.

03 // Call to action (CTA)

MEET WITH US

No more boring "Contact Us" buttons - they don’t work!

Turn that button into an action-packed invitation. Tell visitors what happens when they click – it's all about making them feel comfortable and eager to engage. Your call to action should do 2 things:

1. Tell visitors exactly what happens when they click it. In this example, it’s clear that a visitor will meet with the firm.

2. Feel easy and welcoming. In this example, the button is blue which feels trustworthy.

04 // Objection handling

No obligations. Just free advice.

Sometimes it’s conscious. Sometimes it’s sub-conscious. But every time someone visits a website, they have hidden objections. And those objections will be bursting at the seams as they consider clicking your CTA.

Addressing common objections head-on is like a booster (or security blanket) for your CTA.

The three most common objections experienced by firm website visitors are:

1. I don’t want to be “sold” to. In the example, this is being alleviated by “no obligations”.

2. I don’t want to spend a bunch of money. In the example, the word “free” is mentioned in addition to the headline and testimonial addressing budget concerns.

3. I don’t know how long this will take. This one isn’t addressed in the above example as it may not always makes sense to address all of these at one time. But if ABC Architects wanted to add it, they could say something like, “Just free advice in under 30 minutes.”

05 // Visual Support

Any visual should be the Robin to your copy's Batman!

Only use images that directly support your message, and consider adding friendly faces looking towards your CTA. Notice how the toddler’s head is ever-so-slightly turned toward the CTA? Studies have shown that actually improves click-rates!

You’re probably thinking, “But Tyler, the image doesn’t even have any ‘architecture’ in it!” and you’d be right. It doesn’t.

But the copy on the left is all about family. The audience is growing families. The ideal client is going to be a parent. What do you think will catch their attention more - an image of your best project or an image of family loving their new space?

As a parent, I’ll bet on the latter every day.

TL;DR

Don't let lost opportunities haunt your above-the-fold design. Tell visitors exactly what they want to hear before they ever scroll through your website.

The 5 components of a powerful above-the-fold design are:

1. A headline with a transformation statement

2. Social proof with numbers, testimonials, or logos.

3. A call-to-action that tells visitors exactly what will happen.

4. Objection-handling that addresses common concerns.

5. Visual(s) that support the copy.

With the right above-the-fold formula, you'll turn visitors into eager clients, unlocking the more potential in your website.