When someone visits your website, you have just a few seconds to capture their attention and convince them to stick around. That’s where your “above the fold” content comes in. But what about everything that comes after? Let’s break down the importance of both above and below the fold sections—and how to use them strategically to boost engagement and conversions.

What does “above the fold” mean?

The term “above the fold” originally comes from the newspaper world—referring to the top half of the front page, visible when the paper is folded. In the digital world, it means what visitors see immediately when your website loads, without scrolling.

This is prime real estate on your site. It’s the first impression, and it should do three key things:

1. Grab attention
2. Clearly communicate what your site (or business) is about
3. Encourage action or scrolling

What should go above the fold?

Think of this area as your elevator pitch. It needs to be clean, focused, and persuasive. Here are some essential elements you should consider including:

• Headline – A clear, benefit-driven message about what you do.
• Subheadline – A short sentence or two to expand on the value you offer.
• Call-to-Action (CTA) – A button or link that encourages the next step (book a call, shop now, learn more, etc.).
• Navigation Menu – Clear and uncluttered, so users know how to find what they need.
• Visuals – A relevant image or video that supports your message and helps users connect emotionally.

Think of it this way: if someone only saw the top of your homepage, would they understand what you do and why it matters to them?

What’s below the fold—and why it still matters

Just because something’s below the fold doesn’t mean it’s ignored. If your above-the-fold content is effective, it naturally leads the visitor to scroll. And when they do, you have more room to build trust, provide detail, and nurture interest.

Here are some great things to include below the fold:

• Testimonials or Reviews – Social proof goes a long way in building credibility.
• Expanded Features or Services – Break down what you offer and how it benefits the visitor.
• Success Stories or Case Studies – Show how your solution has helped others.
• Email Opt-in or Lead Magnet – Invite them to stay connected or get a free resource.
• Detailed CTAs – Reiterate your offer in different ways, meeting people wherever they are in the decision-making process.

How to make it all work together

A good website flows. The goal isn’t to cram everything at the top or bury important info at the bottom—it’s about designing a journey that starts strong and keeps delivering.

Here are a few tips:

• Use hierarchy and spacing to guide the eye down the page.
• Repeat important messages in different formats to reinforce them.
• Make scrolling worth it with useful, engaging, and well-designed content.

Optimizing Your Site for Impact

Above the fold content is your hook. Below the fold is your story. Both are essential for a website that not only looks good—but works hard for your business.

Want to learn more about how to optimize your below and above the fold content? Listen to our latest eCommerce Made Easy Podcast where Carrie explores what you need to put above and below the fold to maximize your conversions and keep visitors engaged from the get-go.

Every business owner knows the sinking feeling: you launch—or relaunch—your website, only to discover crickets. No clicks. No engagement. No leads. If your site feels invisible, don’t panic. Most “invisible” websites share common issues, and each has a proven fix. Today, we’ll explore the five biggest reasons your site might be hiding in plain sight—and how you can bring it into the spotlight.

1. You’re Not Speaking Your Audience’s Language

The problem: If visitors arrive and think, “What is this place?” within seconds, they’ll bounce. That confusion often stems from unclear messaging or generic copy.

• Too much jargon. Industry acronyms and buzzwords can alienate new prospects.
• No clear value proposition. Your homepage needs a succinct statement—above the fold—explaining who you help and how.
• Misaligned visuals. Stock imagery that doesn’t reflect your audience’s reality can feel impersonal.

The fix:

1. Develop buyer personas. Outline your ideal customer’s pain points, goals, and decision-making process.
2. Craft a One‑Sentence Pitch. “I help [who] do [what] so they can [benefit].” Place this front and center.
3. Use real imagery. Showcase your team, your clients (with permission), or authentic behind‑the‑scenes shots.

2. Your SEO Strategy Is Missing—or Misguided

The problem: Even the slickest design won’t drive traffic if search engines can’t find or categorize your pages. Common SEO pitfalls include:

• Keyword stuffing—or none at all. Pages packed with random keywords read poorly, but too few keywords leave you off the map.
• Poor on‑page structure. Missing title tags, meta descriptions, and header hierarchy confuse crawlers.
• No content depth. Thin pages with 200–300 words rarely rank for competitive terms.

The fix:

1. Perform a keyword audit. Identify 5–10 core terms your audience uses, then build pages around them.
2. Optimize every page. Write unique title tags (60 characters max) and meta descriptions (155 characters max) that include your primary keyword.
3. Create pillar content. Go deep—publish long‑form guides (1,500+ words) that answer user questions comprehensively.

Quick tip: Use tools like Google’s Keyword Planner or AnswerThePublic to uncover the questions your audience asks online.

3. Your Site Crawls (Literally)

The problem: Slow‑loading pages are a conversion killer. Users expect content in under three seconds, and Google factors page speed into its rankings.

• Unoptimized images. High‑resolution files without compression can blow out load times.
• Bloated code and plugins. Excess JavaScript, CSS, and outdated plugins add unnecessary overhead.
• No caching or CDN. Requests have to travel farther without a Content Delivery Network, slowing global access.

The fix:

1. Compress and lazy‑load images. Aim for under 200 KB per image and defer off‑screen images.
2. Audit your plugins. Disable or delete anything you’re not actively using; combine and minify CSS/JS files.
3. Implement caching + CDN. Tools like WP Rocket (for WordPress) and Cloudflare can shave seconds off load times.

Performance checklist: Test your site at PageSpeed Insights or GTmetrix to pinpoint bottlenecks.

4. Your Content Fails to Engage

The problem: Even if people find your site, they’ll leave if they don’t find value. Common missteps include:

• One‑and‑done blog posts. Publishing sporadically sends the signal that your site isn’t a go‑to resource.
• Walls of text. Large paragraphs without breaks overwhelm readers.
• No multimedia. A lack of images, videos, or infographics can make content feel flat.

The fix:

1. Stick to a content calendar. Plan weekly or bi‑weekly posts on topics your audience cares about.
2. Break up text. Use subheadings, bullets, and pull quotes to make articles scannable.
3. Repurpose across media. Turn a blog post into a short video, infographic, or downloadable checklist to meet different consumption preferences.

5. Your Design Doesn’t Guide Action

The problem: Beautiful visuals are great—but if visitors don’t know where to click next, they’ll leave. Common UX misfires include:

• Hidden CTAs. Buttons buried at the bottom or styled like plain text get overlooked.
• Poor mobile experience. If your site isn’t responsive, smartphone users will struggle to navigate.
• Cluttered pages. Too many choices leads to decision paralysis.

The fix:

1. Prioritize your primary CTA. Place a bold, stand‑out button (“Get a Free Audit,” “Schedule a Call”) at the top and bottom of each page.
2. Optimize for mobile first. Use responsive frameworks or themes; test on multiple device sizes.
3. Embrace white space. Give each element breathing room so your eye naturally gravitates to what matters.

Bringing It All Together

An “invisible” website is rarely a lost cause—it’s a signal that one or more foundational elements need attention. By clarifying your messaging, strengthening your SEO, speeding up performance, enriching your content, and sharpening your design, you’ll transform a wallflower into a showstopper.

If your site feels more like a digital ghost town than a thriving hub for your business, listen to our latest eCommerce Made Easy podcast where Carrie breaks down how to take your website from invisible to irresistible with practical, easy-to-implement changes that you can do today!

You’ve put time and effort into building your website—but if visitors are bouncing quickly or not converting, something might be off. Many common website issues are small and easy to overlook, but they can have a big impact on how people perceive your business. Let’s break down five things that might be turning your website visitors away—and how to fix them.

1. Slow Loading Times

We’ve all clicked on a website that took forever to load—and let’s be honest, most of us didn’t wait. Slow-loading pages are one of the fastest ways to lose a visitor before they even see what you offer. Whether it’s oversized images, bloated plugins, or poor hosting, the longer your site takes to load, the higher your bounce rate climbs.

Fix it:
Use tools like Google PageSpeed Insights or GTmetrix to test your speed and identify what’s slowing you down. Compress your images, use browser caching, and consider upgrading your hosting plan if needed. A faster site makes for a better first impression—and keeps people around longer.

2. Annoying Pop-Ups

Pop-ups can be effective, but only when they’re well-timed and not overly aggressive. If someone lands on your site and is immediately bombarded with a giant pop-up, it interrupts their experience and can feel pushy. Worse, if it’s hard to close or appears multiple times, it becomes downright frustrating.

Fix it:
Set pop-ups to appear after a visitor has scrolled or spent time on the page—give them a chance to get settled. Always include a clearly visible and easy-to-click close button. Used thoughtfully, pop-ups can convert—used poorly, they’ll send people running.

3. Confusing Navigation

Your site’s navigation should act like a helpful guide, not a maze. If your menu is cluttered, uses unclear labels, or hides important pages, visitors may give up before finding what they need. People won’t spend time trying to figure things out—they’ll just leave.

Fix it:
Keep your menu simple and focused. Use clear, familiar terms like “Home,” “Services,” “Shop,” or “Contact.” Make sure it’s easy to move around your site without hitting dead ends or getting lost.

4. Walls of Text

When someone lands on a page that looks like a term paper, it’s easy for them to feel overwhelmed. Big blocks of text are hard to read—especially on mobile devices where space is tight. Visitors are often skimming for answers, and if they can’t find them quickly, they’ll click away.

Fix it:
Break up your text into short paragraphs, and use headings to organize your content. Add bullet points or bold key phrases to help guide the eye. A clean layout with plenty of white space makes your content feel more approachable and easier to digest.

5. No Easy Way to Contact You

Nothing is more frustrating than needing help or wanting to ask a question and not knowing how to reach someone. If your contact info is buried or missing, it sends a message that communication isn’t a priority. That can cause potential customers to lose trust—or go to a competitor instead.

Fix it:
Make your contact information easy to find by placing it in the footer and linking to it in your main menu. Offer multiple contact options if possible—like a form, email address, and phone number. A clear, accessible “Contact” page helps build confidence and makes it easy for visitors to take the next step.

Make the Visit Worth Their Click

Your website doesn’t have to be perfect, but it should be easy to use and pleasant to visit. By addressing these five common pain points, you can create a smoother experience that keeps people engaged and encourages them to stick around. Small changes can make a big difference—so if any of these issues sound familiar, now’s a great time to start fixing them.

Worried that your website is repelling customers? Listen to our latest eCommerce Made Easy podcast where Carrie dives into what repels customers, how to identify the signs, and how to fix them!

Running an online business is an exciting journey filled with opportunities and challenges. Whether you’re just starting out or looking to refine your strategies, having the right foundation can set you up for success. Here are five essential business tips to help online entrepreneurs thrive.

1. Know Your Ideal Customer

Understanding your target audience is key to attracting and converting the right customers. Take time to research their pain points, desires, and behaviors. When you create content, offers, and marketing messages that speak directly to their needs, you’ll build trust and boost sales.

💡 Tip: Use tools like surveys, social media engagement, and website analytics to gain deeper insights into your audience.

2. Focus on High-Impact Marketing

Not all marketing efforts yield the same results. Prioritize strategies that bring the highest return on investment, such as email marketing, SEO, and relationship-based networking. Social media is great, but building an owned audience (like an email list) ensures long-term business stability.

💡 Tip: Repurpose content across multiple platforms to maximize reach without extra effort.

3. Optimize Your Website for Conversions

A well-structured website can be your best sales tool. Ensure it’s user-friendly, loads quickly, and has clear calls to action (CTAs). Guide visitors toward the next step, whether that’s making a purchase, booking a call, or signing up for your email list.

💡 Tip: Run a website conversion audit to identify areas for improvement.

4. Automate and Streamline Processes

Automation can save you time and reduce overwhelm. From email sequences to invoicing systems, setting up workflows allows you to focus on high-value tasks. Look for tools that integrate seamlessly into your business to improve efficiency.

💡 Tip: Use scheduling tools for social media and client appointments to reduce manual work.

5. Stay Adaptable and Keep Learning

The online business landscape changes rapidly. Stay up-to-date with industry trends, new technologies, and customer preferences. Regularly evaluate your strategies and be willing to pivot when needed.

💡 Tip: Invest in courses, attend industry events, and network with other business owners to keep growing.

Keep Growing and Thriving

Success in online business isn’t about doing everything—it’s about doing the right things well. By understanding your audience, focusing on impactful marketing, optimizing your website, automating processes, and staying adaptable, you can build a thriving, sustainable business.

Want even more insights? Listen to the latest eCommerce Made Easy podcast where Carrie share key business lessons learned from 100 podcast episodes!

Which of these tips are you focusing on right now? Let me know in the comments!

AI is transforming the way businesses operate, but with its rise comes an important question: How do you integrate AI into your business while maintaining authenticity? Customers value genuine connections and trust, so using AI in a way that enhances, rather than replaces, human interaction is key.

1. Use AI to Enhance, Not Replace, Human Interaction

AI can be a powerful tool for automating tasks, but it shouldn’t take away from your personal touch. Use AI to handle repetitive tasks like scheduling, data analysis, or customer service inquiries while ensuring that personal interactions remain at the heart of your business. For example, chatbots can answer FAQs, but more complex or emotional concerns should still be addressed by a real person.

2. Be Transparent About AI Usage

Customers appreciate honesty. If you use AI for customer support, content generation, or product recommendations, be upfront about it. Transparency builds trust and reassures customers that AI is being used to improve their experience, not deceive them.

3. Maintain Your Brand’s Unique Voice

AI-generated content can be useful, but it should align with your brand’s tone and messaging. If you use AI for copywriting or marketing, take the time to edit and refine its output to ensure it sounds like you. This keeps your content authentic and engaging.

4. Personalize Customer Experiences

AI can help tailor experiences for customers by analyzing data and predicting preferences. Use AI-driven insights to provide personalized recommendations, customized emails, or targeted marketing campaigns that feel personal rather than robotic.

5. Balance Efficiency with Empathy

Efficiency is one of AI’s biggest advantages, but it should never come at the cost of empathy. Ensure that AI-driven customer interactions are still warm and customer-focused. For example, AI can assist in drafting responses, but adding a human review can ensure the message conveys the right emotion and nuance.

6. Continuously Evaluate and Improve

AI is not a set-it-and-forget-it tool. Regularly review its performance to ensure it meets customer needs and aligns with your business values. Gather feedback from your audience and make adjustments as needed to keep AI’s role in your business both effective and authentic.

Embracing AI Without Losing Your Human Touch

AI can be an incredible asset when used thoughtfully and ethically. By enhancing human interactions, being transparent, and maintaining your brand’s voice, you can use AI to improve efficiency while keeping your business’s authenticity intact. When done right, AI doesn’t replace authenticity—it helps amplify it.

Want to learn how you can use AI to streamline content creation while maintaining your authenticity? Listen to our latest eCommerce Made Easy Podcast where Carrie sits AI Brand & Content Specialist Abha Malpani-Naismith and explores how to integrate AI into your content marketing—without sounding robotic!

With online competition fiercer than ever, standing out requires more than just great text and images—video content has become an essential way to engage visitors, improve conversions, and create a dynamic user experience.  Whether you’re running an eCommerce store, a service-based business, or a personal brand, incorporating video into your website can make a significant impact. Here’s why video content is a must-have for your website!

1. Captures Attention Quickly

The average online user has a short attention span. A well-placed video on your homepage or landing page can immediately grab visitors’ attention, keeping them engaged longer than static text or images.

2. Boosts Conversions and Sales

Studies show that adding a product video on landing pages can increase conversions by up to 80%. Videos help potential customers see your product or service in action, making them more likely to make a purchase or sign up for your offerings.

3. Improves SEO Rankings

Search engines prioritize websites with rich media, and videos can significantly improve your SEO. Websites with video content are more likely to appear on the first page of Google search results, leading to increased organic traffic.

4. Enhances User Experience

Not everyone prefers reading long paragraphs of text. Videos offer an alternative way to consume information, catering to different learning styles and improving the overall experience on your website.

5. Builds Trust and Credibility

People connect with faces and voices. By incorporating videos, such as testimonials, behind-the-scenes footage, or product demos, you create a more personal and trustworthy connection with your audience.

6. Encourages Social Sharing

Video content is highly shareable, making it a great asset for social media marketing. A compelling video on your website can be repurposed across social platforms, expanding your reach and bringing more visitors back to your site.

7. Keeps Visitors on Your Site Longer

The amount of time visitors spend on your website is a key factor in SEO rankings. Engaging video content encourages users to stay on your site longer, which signals to search engines that your content is valuable.

8. Easier to Explain Complex Topics

If your business offers a service or product that requires explanation, video is the perfect medium. Explainer videos, tutorials, and demonstrations make it easier for visitors to understand what you offer and how it benefits them.

Getting Started with Video on Your Website

Video content is no longer a luxury—it’s a necessity. By incorporating videos into your website, you can engage visitors, boost conversions, and enhance your online presence. Ready to start using video? Start with one simple video and build from there!

If you’re new to video content, listen to our latest eCommerce Made Easy Podcast where Carrie dives into why video is rising in popularity, how to use it effectively on your website, and what mistakes to avoid so it actually helps your business grow.

Starting a business is an exciting journey, but let’s be honest—it comes with its fair share of challenges. From self-doubt to financial struggles, aspiring entrepreneurs often face obstacles that can make them question whether they’re on the right path. But the key to success isn’t avoiding challenges—it’s learning how to navigate them.

Fear of Failure

One of the biggest roadblocks for new entrepreneurs is the fear of failure. It’s easy to hesitate when you don’t know what the outcome will be, and the thought of making mistakes can feel overwhelming. But failure is often just a stepping stone to success. Instead of seeing it as something to fear, embrace it as a learning experience. Many of the world’s most successful business owners failed multiple times before finding their breakthrough. The important thing is to take action, start small, and adjust as you learn.

Overcoming Imposter Syndrome

Even with a great idea and a solid plan, many entrepreneurs struggle with imposter syndrome—the belief that they’re not qualified enough or that they don’t belong in the space they’re entering. If you’ve ever felt like you’re just “winging it” while others seem to have it all figured out, you’re not alone. The truth is, no one starts as an expert. Confidence comes from experience, and the only way to build it is by doing the work. Instead of focusing on what you think you lack, focus on the value you bring to others. Surrounding yourself with a supportive network can also help silence self-doubt.

The Financial Hurdle

Money is another common challenge for aspiring entrepreneurs. Whether it’s securing funding, managing cash flow, or figuring out how to generate consistent revenue, financial struggles can make starting a business feel overwhelming. While large investments aren’t always an option, many entrepreneurs start small and grow as their business generates income. Bootstrapping, finding grants or small business loans, and keeping expenses lean in the early stages can all help. The key is to focus on bringing in revenue early rather than relying on outside funding to sustain your business.

Avoiding Burnout

Running a business requires wearing many hats, and it’s easy to fall into the trap of working nonstop. But constant hustle without rest leads to burnout, which can drain your motivation and creativity. To prevent this, it’s important to set boundaries and prioritize what truly matters. Not everything needs to be done at once, and not every task needs to be done by you. Learning to delegate, automate, and focus on the most impactful tasks can help you maintain a sustainable pace without feeling overwhelmed.

Finding and Attracting Customers

Even with a great product or service, finding and attracting customers is a challenge for many new business owners. Marketing can feel like a guessing game, and without a clear strategy, it’s easy to feel lost. The first step is understanding your ideal customer—who they are, what they need, and how your business solves their problem. Once you have that clarity, building relationships through content marketing, networking, and word-of-mouth can help attract the right audience. Testing different marketing strategies and tracking what works will allow you to refine your approach over time.

Staying Motivated Through Setbacks

Not every day will feel like a win. There will be moments when progress is slow, plans don’t work out, or doubts creep in. Staying motivated during those times requires remembering why you started in the first place. Celebrating small wins, surrounding yourself with like-minded entrepreneurs, and focusing on long-term growth instead of short-term setbacks can keep you moving forward.

Embracing the Journey

Every challenge you face as an aspiring entrepreneur is part of the journey. Success doesn’t come from avoiding obstacles—it comes from learning how to navigate them. Stay persistent, stay adaptable, and most importantly, keep going. Your future business is worth the effort.

Are you facing any of these challenges right now? Listen to our latest eCommerce Made Easy podcast seasoned entrepreneur Michelle Kuzmick gets candid about balancing business with family, knowing when it’s time to pivot, and overcoming the challenges every entrepreneur faces.

In today’s digital world, content marketing is one of the most effective ways to attract, engage, and convert customers. Whether you’re running an eCommerce store, a coaching business, or offering services online, content marketing can position your brand as an authority while driving sustainable growth.

Why Content Marketing Matters

Unlike traditional advertising, content marketing focuses on providing valuable, relevant information that nurtures your audience. Instead of pushing for a sale immediately, it builds trust and relationships over time. When done right, content marketing can:

• Increase website traffic
• Boost brand awareness
• Improve customer loyalty
• Drive more conversions and sales

Types of Content Marketing for Online Businesses

There are several ways you can use content marketing to grow your online business. Here are some key content types to consider:

1. Blog Posts – Blogs establish your expertise, improve SEO, and provide valuable insights that attract potential customers.
2. Videos – Video content is highly engaging and helps build trust quickly. Platforms like YouTube, TikTok, and Instagram make it easy to share valuable content.
3. Social Media Content – Consistent posting on social platforms keeps your brand visible and fosters community engagement.
4. Email Marketing – Newsletters and automated email sequences nurture leads and keep customers informed about your offerings.
5. Downloadable Resources – Free guides, eBooks, or checklists can serve as lead magnets to grow your email list.
6. Case Studies & Testimonials – Showcasing customer success stories builds credibility and encourages conversions.

How to Create a Winning Content Marketing Strategy

To make the most of content marketing, follow these essential steps:

1. Know Your Audience – Understand your ideal customers’ needs, pain points, and interests to create content that resonates.
2. Choose the Right Platforms – Focus on where your audience spends the most time and tailor content accordingly.
3. Plan and Schedule Content – A content calendar ensures consistency and keeps you organized.
4. Optimize for SEO – Use relevant keywords, compelling headlines, and high-quality visuals to boost search rankings.
5. Measure and Adjust – Track metrics like engagement, website traffic, and conversion rates to refine your strategy.

Leveraging Content Marketing for Long-Term Success

Content marketing isn’t about quick wins—it’s about building relationships that lead to lasting customer loyalty. By consistently delivering valuable content, your online business can establish authority, build trust, and drive sustainable growth. Start small, test different formats, and refine your strategy over time to see the best results.

Worried about creating consistent content? Listen to our latest eCommerce Made Easy podcast where Carrie explores the dos and don’ts of Content Marketing and how to work smarter, not harder!