Five things every homepage needs above the fold
The first screen of your homepage has a few seconds to answer a visitor's questions. Here are the five things that should be visible before anyone scrolls, and what to leave out.
"Above the fold" is an old newspaper term for the top half of the front page, the part people saw on the newsstand. On a website it means the first screen a visitor sees before they scroll.
People do scroll, so this is not the only part of the page that matters. But the first screen decides whether they bother. In a few seconds, a new visitor is quietly asking: Am I in the right place? Can these people help me? What do I do next? If the first screen does not answer those questions, many of them leave.
Here are the five things I make sure are visible on that first screen, on both mobile and desktop.
1. A plain statement of what you do
The main heading should say what you do and who you do it for, in words a customer would use. "Emergency plumbing and heating across Calgary" beats "Excellence in every drop" every time.
Clever slogans have their place, but not as the only message. A useful test: if someone saw only your heading for three seconds, could they tell a friend what your business does?
2. Where you work, or who you serve
For local businesses, the area you cover belongs right at the top. Someone in the next town needs to know immediately whether you come to them. For businesses that serve an industry instead of an area, say which industry.
This small detail saves visitors from digging through your site to find out whether you are even an option.
3. One clear main action
Decide what you most want a new visitor to do, then make that the most visible button on the screen. For an emergency trade it is a call button. For a consultancy it might be "Book a free call". For an equipment supplier, "Request a quote" or "Browse equipment".
One main action, with at most one quieter secondary option. When the first screen offers five equally loud buttons, people often choose none of them.
4. A reason to trust you
New visitors do not know you yet. A small piece of proof near the top helps them keep going:
- Your Google review rating and the number of reviews.
- A short line like "Family-run since 2009" or "Fully licensed and insured".
- Logos of well-known clients or certifications customers recognise.
Keep it short. One strong signal beats a crowded row of badges.
5. A real image that shows the work
Stock photos of smiling models in headsets are easy to spot and easy to ignore. A photo of your actual team, your van, a finished job or the equipment you sell tells visitors this is a real business with real people.
The image should support the message, not compete with it. If the text becomes hard to read on top of the photo, the photo is doing damage.
What to leave off the first screen
Just as important is what does not belong there:
- Sliders that rotate between several messages. Most visitors only see the first one.
- Pop-ups that cover the page before anyone has read a word.
- Long paragraphs about your history. That belongs further down, or on the About page.
- Heavy video backgrounds that slow the page down on phones.
Check it on your phone
Most visits to small business sites now happen on mobile, where the first screen is much smaller. A layout that looks balanced on a big monitor can push the heading and button out of view on a phone.
Open your homepage on your own phone and look at the first screen only. Can you see what you do, where you work, one clear action, a reason to trust you and a real image? If any of those are missing, that is the place to start. If you would like another pair of eyes on it, send me the link and I'll give you honest feedback.
By Mkpoikana Otu. More articles
