Homepage Above the Fold: What to Say, Show, and Offer

Your homepage hero decides whether people scroll or bounce. In five seconds, a visitor should know: 1) Is this for me? 2) What will I get? 3) What do I do next? Everything above the fold should serve those answers. No buzzwords. No carousel. Just clarity, a relevant visual, and one obvious next step.

In this guide, you’ll build a hero that converts. We’ll cover the headline/subhead, the visual, the primary CTA, proof placement, mobile specifics, accessibility, performance, variants to test, and common mistakes to avoid. Where it helps, we’ll link to deeper posts—like the Value Proposition Framework, Website Audit Checklist, Conversion Copy for Services, and Analytics Essentials. When you want a partner to move faster, see our Services or book a free consult on Contact. To learn how we think, visit About.

1) The job of the hero (and why it matters)

Your hero is not a billboard—it’s the beginning of a conversation. Its job is to orient, not to impress. The best heroes earn a second scroll by being precise about the outcome, relevant about the audience, and generous about the next step.

What “good” looks like

• Headline: outcome + audience in plain language.
• Subhead: how + reassurance (time, cost, next step).
• CTA: a single primary action that matches the rest of the site.
• Visual: authentic context that helps comprehension (not decoration).

2) Write the headline (outcome + audience)

Start with the Value Proposition Framework and write three versions. Pick the clearest one, not the cleverest.

Patterns you can steal

• “Book more qualified consults in 30 days (no redesign).”
• “Raise prices with confidence—repackage your services in two weeks.”
• “Fix website conversion leaks and grow trials 15–25%.”

Add a subhead that states the approach and reduces risk: “We audit and optimize your site so visitors understand your value and take the next step.”

3) Choose a visual that helps—not distracts

Use an image that makes understanding easier: a product-in-context, a before/after, a whiteboard from a real working session. Avoid cliché stock. Keep composition simple and crop for the layout so the subject isn’t hidden behind overlay text.

Checklist

• Authentic context (not abstract clip art).
• Subject visible on desktop and mobile.
• Optimized size; fast to load.

4) Make the CTA consistent and believable

One page. One primary CTA. Same label everywhere. Consistency reduces cognitive load and raises clicks. We standardize on “Book Your Free 30‑Minute Consultation.” Add a short reassurance line: “No pressure—pick a time that works.” Link to Contact.

5) Add proof within one scroll

If you make a bold promise, back it up immediately. A short, specific testimonial or a mini case works best: “+22% consults in 30 days after a 4‑week audit & optimize sprint.” Place it near the hero, not five sections down.

6) Navigation and header: keep it quiet

Your hero should do the talking—not a busy header. Keep 5–7 nav items max, a single CTA button, and avoid sticky bars that fight for attention on small screens. If a link doesn’t help a buyer in the first minute, move it to the footer.

7) Design for mobile first

On small screens, the hero has even less room to persuade. Make sure:

• H1 wraps well (no 4‑line headlines).
• CTA is visible without scrolling.
• Visual doesn’t push the copy below the fold.
• Tap targets are comfortably sized (44px+).

8) Accessibility and clarity

Access is part of conversion. Use real text (not text baked into images), sufficient color contrast (AA for body, ideally for headlines), and descriptive alt text where visuals carry meaning. Avoid auto‑playing motion behind the copy.

9) Performance: protect your LCP

Your hero image is likely the Largest Contentful Paint (LCP). Optimize it:

• Serve responsive sizes; compress aggressively.
• Avoid blocking scripts in the head; defer what you can.
• Use system fonts or a small, performant font stack.

10) A simple three‑variant test plan

Don’t multivariate yourself into paralysis. Test three clean variants: headline, subhead/reassurance, and CTA microcopy. Measure hero CTR (clicks on the main button / hero views) and consult bookings. Use Analytics Essentials for the minimal loop.

11) Common hero mistakes (and quick fixes)

• Buzzword soup → rewrite in a customer’s words; name the outcome.
• Multiple CTAs → keep one; demote the rest to links.
• Decorative visual → replace with a helpful context image.
• No proof near the claim → add a one‑line testimonial or result.
• Heavy image → compress; crop; reduce overlays.

12) Checklist and next steps

• H1 = outcome + audience in plain language.
• Subhead = how + reassurance.
• One primary CTA with the same label site‑wide.
• Helpful visual, fast to load.
• Proof near the hero.
• Mobile layout verified.
• Contrast and alt text pass.

When you want an honest, fast review, start with our Services, get to know our approach About, and book a free consult on Contact. Five clear seconds at the top of your page can change the rest of the funnel.