Above the fold: what to include and what to cut
Above the fold, include a clear offer, one action and a hint of proof. Cut menus of choices, long copy and anything that does not earn the next scroll.
The first screen is the most valuable space on your site. Everyone sees it; most people decide there whether to keep going. So the rule for above the fold is simple and strict: include only what earns the next scroll, and cut everything that does not.
That means being ruthless about what makes the cut.
Earn the scroll
The job of the first screen is not to say everything — it is to make people want to keep going. A clear statement of what you offer and why it matters is what earns that scroll. Decoration, clutter and vague slogans squander the one moment you are guaranteed to have someone's attention.
One action, a hint of proof
Include a single primary action and a small signal of credibility — a rating, a known logo, a number. That combination invites action from the ready without demanding a decision from everyone else too early. Proof up top lowers doubt before it forms.
| Keep | Cut |
|---|---|
| A clear offer | Vague slogans |
| One primary action | Competing buttons |
| A hint of proof | Long paragraphs |
| A focused message | Dense menus |
Cut the rest
Long paragraphs, multiple competing buttons and dense menus do not belong on the first screen. Move them below, where a warmed-up visitor will actually read them. Everything you add up top competes with your message; restraint is what makes the message land.
- ✓The first screen exists to earn the next scroll.
- ✓State the offer and why it matters, clearly.
- ✓Include one action and a hint of proof.
- ✓Cut long copy, extra buttons and dense menus.
- ✓Move detail below, where warmed-up visitors read it.