Do you have the 26 ATF Factors?

First Impression Eval

Get a taste of a better home page.

The first time someone sees your home page…

You want them to scroll down!

If they won’t scroll…

It means:

• They aren’t intrigued by your offer
• They don’t understand what you’re selling
• You said something that turned them off

This is determined by…

The 26 ATF Factors in your “Above the Fold” section.

The “Above the Fold” is what you actually see on the screen when you land on a home page.

(it's an old newspaper term)

And the 26 ATF Factors are the elements that every successful Above the Fold section has.

On Basecamp’s website, this is their Above the Fold on desktop:

And this is their Above the Fold on mobile:

When you look at Basecamp’s Above the Fold, you know exactly what you’re getting and whether you’d want the product.

If you’re actually a potential customer, you will scroll down!

But Above the Fold sections are shockingly easy to mess up…

And many home pages blow their chance at a sale in those first few seconds of a prospect landing.

How do they mess up?

Well, their Above the Fold:

Doesn’t say anything because not enough research was done

Uses big words that don’t mean anything (because other people use those words…)

Speaks unclearly because the writer is a little to close to the product

Tries to close the sale immediately, without even wining and dining the prospect

Is just plain boring

And more!

Usually, these problems are caused by…

Being too close to your product…

Or not knowing the product or audience well enough.

And when that happens…

People won’t scroll to find out more!

They are bored or disinterested or don’t understand what you’re saying.

But I’m here to help

You need someone who has:

• Analyzed hundreds of landing pages
• Has no emotional attachment to your product or page
• Is both a developer and copywriter
• Can spot a bad Above the Fold from a mile away

I’ll give you the no-holds-barred truth

I have no qualms about being honest about your home page.

After all, I’m not your mom.

(we both want you to succeed, but she doesn't know what a good landing page looks like)

So let me look at your Above the Fold…

I’ll take a look at it on desktop and mobile and see if you have the 26 ATF Factors that make up a good Above the Fold.

(I won’t scroll - I’m only looking at what is displayed on the screen as I land.)

You’ll get all this in an itemized list so you know exactly what to do.

Since I look at your Above the Fold and check each factor manually…

…delivery takes up to 24 business hours.

The most important factors I examine can’t be automated because computers can’t write persuasive text.

(this is true for even the most advanced AI models)

So…

Your eval will be delivered in a Google Doc within 24 business hours, to the email address you provide.

Getting someone to scroll on your home page…

Is the first step to getting them to buy!

Make sure your Above the Fold does that.

Order Now

But if you know that’s not enough…

And you need a thorough eval of your home page, click below.

This is the whole enchilada. I look at:

• Important SEO factors
• Persuasive language
• Load times/problems
• And more!
• And then I give it to you as a checklist

Get more info on a Full Landing Page Eval here.