The first fold does not need to explain the entire company. It needs to establish the right promise, enough proof, and a next step worth taking.
Lead with one job
Decide the single question the first screen must answer. Everything else should support that answer or move below the fold.
- Name the audience
- State the useful outcome
- Remove competing headlines
Make proof visible
Support the promise with something concrete before asking for trust.
- Product interface or real work
- Specific capability or constraint
- Truthful customer or operating proof
Check the action
The main call to action should match the visitor's readiness and remain understandable without surrounding copy.
- Use one primary action
- Give secondary actions less visual weight
- Verify focus, hover, and mobile states
Run the phone test
Read the first screen at a narrow width and confirm the story still lands before artwork or sticky controls crowd it.
- No clipped words
- No hidden action
- No content under fixed UI
Apply the guide
Start a Project