They arrive. Maybe they click an ad, maybe they find you by chance, maybe they’ve been meaning to look you up for a while. But now they’re here, your website visitors, blinking against the glow of their screen, waiting for something to make sense.
You have five seconds.
Five seconds before they decide whether they’ll stay or leave, before they commit or close the tab, before they move on, maybe forever.
What are you showing them?
This is what we call “above the fold”—the part of your website that loads first, before they even think to scroll. It is the front door, the opening line, the first and only chance to make them care.
And yet, so many brands waste it.
They give us a soft-focus image, a tagline that says everything and nothing. They leave us stranded in the limbo of uncertainty, unsure of what’s being sold or why it should matter.
This is not just bad copy.
This is lost revenue.
This is potential slipping away.
And it doesn’t have to be.
It’s a term from newspapers. The stories that mattered, the ones meant to sell, were placed above the fold of the paper, the half people saw before they ever decided to buy.
Now, in the age of infinite scroll, this space still matters.
Because attention is currency. Because no one has time to guess what you do. Because if they have to work to figure it out, they won’t.
What belongs above the fold?
Everything they need to know.
Nothing more.
People decide—quickly, brutally.
Your website loads. They look. They know.
Or they don’t.
And if they don’t? They’re gone.
Test yourself: Pull up your homepage. Can a stranger, in five seconds, tell you:
If not, that silence you hear?
That’s the sound of potential customers leaving.
A weak above-the-fold message doesn’t just hurt conversions. It fractures everything.
Your marketing team spins out campaigns that don’t quite land.
Your sales team stumbles when trying to explain what makes you different.
Your customers, the ones who should love you, don’t even see you.
It’s a ripple effect of lost clarity, lost opportunity.
And it all starts here.
Question: If you asked ten people in your company, “What do we do?”
Would they all say the same thing?
If not, your website positioning is failing.
It’s not the ads.
It’s not the algorithm.
It’s not “bad traffic.”
It’s that when people arrive, they don’t see a reason to stay.
A vague promise, a corporate cliché, an aesthetic that is pleasing but empty—none of it compels.
And so they leave, not because they weren’t interested.
But because you didn’t give them a reason to be.
Not cute. Not clever. Just clear.
🚫 Bad Example: “Revolutionizing the Future of Work” (This means nothing.)
✅ Better Example: “Project Management Built for Remote Teams” (This does.)
If your headline can’t stand alone—if it can’t tell me what you do in ten words or less—it’s not working.
Your headline hooks. Your subheadline secures the deal.
It should tell me:
✔ What problem you solve
✔ How you do it differently
✔ Why I should care
Example:
Headline: The Only CRM Designed for Small Creative Teams
Subheadline: Manage projects, automate client follow-ups, and close deals faster—without the complexity of enterprise software.
A promise. A reason to keep reading.
What should they do next?
🚫 Weak CTA: “Get Started” (Generic. Passive.)
✅ Stronger CTA: “Try It Free—No Credit Card Needed” (Clear. Low-risk. Inviting.)
Remove friction. Remove doubt.
Make it easy to say yes.
People are skeptics.
Meet them where they are.
✔ Social proof: “Trusted by 10,000+ brands”
✔ Media mentions: “As featured in Forbes & TechCrunch”
✔ Testimonials: “‘This tool saved me 10+ hours a week!’ – Sarah, CEO”
Even a single trust signal can be the difference between bouncing and belief.
❌ Being too clever or vague (If people don’t get it, they won’t stay.)
❌ Overloading with information (More text = more friction.)
❌ Using a massive image with no message (Aesthetics should support, not replace, clarity.)
❌ Forgetting differentiation (If you sound like everyone else, you are invisible.)
This isn’t just about your website.
This is about your brand.
A strong above-the-fold message clarifies everything.
🔹 It sharpens your ads
🔹 It strengthens your sales pitch
🔹 It keeps your marketing on-message
🔹 It ensures your team speaks the same language
The right words don’t just increase conversions.
They create alignment.
Go to your website. Right now.
Does your above-the-fold message pass these checks?
✅ Is it clear? (No jargon, no fluff.)
✅ Is it compelling? (Would your target audience feel drawn in?)
✅ Does it differentiate you? (Or does it sound like everyone else?)
If not, it’s time to reposition, refine and rewrite.
Because if they don’t get it, they won’t buy it.
I help brands clarify their positioning and messaging—so they stop losing customers before they even scroll.