Above the Fold: What Actually Matters
Here’s my take on what should go above the fold on your website.
No matter what industry you’re in, that top section of your homepage has one job:
Instantly communicate your value.
If people land on your site and don’t understand what you do—and why it matters—within a few seconds, they’re gone.
So, what belongs above the fold?
A clear headline. Something that speaks directly to your audience and your value.
A supporting sentence. Add clarity or context that reinforces the headline.
A call to action. Tell them what to do next—book a consult, explore your work, get in touch.
(Bonus) Social proof. A client logo, testimonial, or key stat that builds trust fast.
If your website isn’t converting, it might be a design issue—but just as often, it’s a communication issue. What you say, how you say it, and where you say it matters.
We touched on this in our recent post about how your website should be your hardest-working salesperson. A beautiful homepage means nothing if it’s not driving action.
At our Portland-based design studio, we help businesses design websites that don’t just look good—they convert. That starts with clarity, especially above the fold. Whether we’re working on web design and development or helping a brand refine its messaging, we always begin with strategy.
Because your website isn’t just a digital brochure—it’s part of your branding and communication strategy. And for service businesses, in particular, that first impression has to work hard. It’s the reason that all of your brand touchpoints need to be aligned.
Keep it clear.
Keep it direct.
And you’ll see better results.
- Brad
Fairbuilt Design Studio is a perpetual work in progress—and I’m sharing as we go. Here’s the work, here’s how to connect, and I’m over on Instagram, Youtube, and LinkedIn too.