Quotes on getting to the point faster

What writers and others say

Quotes on quick web copy


“The portion of the website that is above the fold is still the most valuable real estate on a website and the user experience should reflect that.”
— Alex Caldwell, creative director, Brolik

“DYK? The human brain judges attraction in one-fifth of a second.”
— @AnswersDotCom

Quotes on quick web copy


“Clap your hands twice. The interval between claps is one beat. That’s how long you have to command attention on an AOL screen.”
— “How to Talk AOL,” Fast Company, July 2002

“Instant gratification takes too long.”
— Carrie Fisher, late American actress and writer

Quotes on quick web copy


“Everything above the fold helps your visitors decide whether your site is worth reading at all.”
— Shanelle Mullin, content & growth, Shopify

Quotes on quick web copy


“How long will users stay on a web page before leaving? It’s a perennial question, yet the answer has always been the same: Not very long.”
— Jakob Nielsen, “king of usability”

“Web users spend 80% of their time looking at information above the page fold.”
— Jakob Nielsen, “king of usability”

Quotes on quick web copy


“The material that’s the most important for the users’ goals or your business goals should be above the fold.”
— Jakob Nielsen, “king of usability”

“What appears at the top of the page vs. what’s hidden will always influence the user experience — regardless of screen size.”
— Amy Schade, director of user experience, Nielsen Norman Group

Quotes on quick web copy


“Users don’t scroll for fun. They scroll for a purpose. So if talking about the fold puts the focus on what’s first on the page, let’s continue the conversation.”
— Amy Schade, director of user experience, Nielsen Norman Group

“The job of the above-the-fold content is to engage people enough to get them to take some action — something other, that is, than clicking the back button.”
— Michael Slater, co-founder, Webvanta Inc.

Quotes on quick web copy

  • Get to the point faster

    Because web visitors spend 80% of their time above the fold

    Consider the numbers:

    • Web visitors spend 80% of the time above the fold, or on the first screen of a webpage, and just 20% below the fold.
    • Material near the top of a webpage gets 17x the attention of that near the bottom.
    • The average difference in how users treat information above vs. below the fold is 84%.

    Get to the point faster

    But where’s the fold? Content that shows up above the fold on a 30-inch monitor can take as many as five screens on a smartphone.

    Reach readers where their eyes are.

    So how can you reach your readers where their eyes are?

    At Writing for the Web and Mobile — our two-day hands-on web-writing master class on June 12-13 in Chicago — you’ll learn how to:

    • Pass the 1-2-3-4 test to put your message where web visitors' eyes are. Tip: Try this simple test on your smartphone for best results.
    • Make it a mullet — and 4 more steps for writing effective web heads. (No. 5 is the most important thing you can do to improve the ROI of your site.)
    • Optimize webpages for Google and humans with our three-part test. Note: If you're still using SEO tricks you learned in the 'oughts, Google may be penalizing your pages.
    • Don't drop the deck. Learn to make the most of the best-read element on your webpage.
    • Steal headline-writing tips from the BBC — the source of the best news heads on the web, according to Nielsen.

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