What Every Business Homepage Needs Above the Fold
Visitors decide quickly whether your website is for them. Here is what the first screen of your homepage has to show.
The short answer: the first screen of your homepage should tell visitors what you do, who it is for, why they should trust you, and what to do next. If someone cannot work that out within a few seconds, the page needs changing.
What "above the fold" means
It is the part of a page people see before they scroll. On a phone, that space is small. Many visitors will arrive on mobile, so plan this area for a phone first and a desktop second.
The five things your first screen needs
1. A clear headline
Say what you do in plain words. "Emergency plumbing in Denver, 24 hours a day" beats "Solutions you can trust" because it answers the visitor's first question.
2. A short supporting line
Use one sentence to explain who you help and the result they get.
3. One main call to action
Pick the single action you most want, such as "Get a Free Quote" or "Book a Call". A second, softer option is fine. Five buttons competing with each other is not.
4. A sign of trust
Real reviews, years in business, recognized licenses or client logos all help. Only use proof that is true and that you can show.
5. A relevant image
Show your real work, team or product when you can. A generic stock photo tells a visitor nothing about you.
What to remove
- Slideshows. They hide your message and often slow the page.
- Vague slogans. If a competitor could use the same line, it says too little.
- Popups on arrival. They interrupt people before they know who you are.
- Heavy videos and images. Speed is part of the first impression, as our Core Web Vitals guide explains.
The five second test
Show your homepage to someone who does not know your business for five seconds on their phone. Then ask what you do, who it is for, and what they would click. If they hesitate, your first screen is not doing its job.
When a small fix is not enough
Sometimes the headline is only part of the problem. If the design is dated or the site is slow, read how to redesign without losing your rankings before you change anything big.
If you want a homepage built to turn visitors into enquiries, our website design team can help.
