Websites That Convert
The above-the-fold rules every home service site should follow.
What the customer sees in the first 1.5 seconds decides everything.
The five things that must be visible
Without scrolling. On mobile.
- 01
Business name and logo
Top left. Recognizable in a glance.
- 02
Phone number, tap-to-call
Top right. Visible the second the page loads.
- 03
Clear headline
What you do and where. “Tree Removal in Sanford” beats “Welcome to our website.”
- 04
Trust signal
Star rating, review count, or insurance badge. One visible proof above the fold.
- 05
CTA
Form or “Get a Free Quote” button. Visible without scrolling.
What kills above-the-fold conversion
A slideshow hero where the message changes every 4 seconds.
Customer arrives, slide changes before they read it, message shifts again, they leave. Static hero, one clear message, one clear CTA. Slideshow heroes are a 2014 trend that should have died years ago.
The mobile reality
On a phone, above the fold is roughly the top 600px.
That's where 70% of customers see you first. If anything important is below that line, half of them never scroll to it. Audit your homepage on your phone. If the form is buried, the homepage is failing.
The takeaway
The top of the page is prime real estate.
Treat it like a billboard. Nothing optional. Everything earns its place.