Welcome back to Brand It, Build It — a podcast dedicated to helping small business owners build a strong, strategic, and successful brand. I’m your host, Kelly Zugay, and today, we’re diving into one of the most important parts of your website: what’s above the fold — what visitors see first when they land on your website.

This small but mighty section sets the tone for your entire site. It’s your first impression, your chance to capture attention, and an opportunity to guide visitors toward the action you want them to take. So, whether you’re designing a brand-new website or refreshing your current one, today’s episode will help ensure your above-the-fold content is clear, compelling, and conversion-friendly. Let’s dive in!

What Does “Above the Fold” Mean?

First things first — what does “above the fold” mean? It’s a term borrowed from the newspaper industry. In print, newspapers are folded in half, so the most important headlines and stories need to be visible above the fold to grab attention.

In web design, “above the fold” refers to what a visitor sees on your website before scrolling. This is prime real estate on your website—so what you include here should be intentional and strategic.

But what should go above the fold? Let’s break it down.

A Clear, Engaging Headline

The first thing visitors should see is a clear, engaging, and benefit-driven headline. This headline should quickly communicate:

• What you do
• Who you serve
• Why it matters

For example, instead of saying:
“Luxury photography for every occasion,”

Try something more specific and client-focused:
“Timeless, light-filled wedding photography for couples who want to relive their day for a lifetime.”

Your headline should immediately help visitors understand they’re in the right place.

A Strong Subheading

Your subheading supports your headline by adding a little more detail. It can clarify what makes your business unique, reinforce the value you offer, or highlight how you help your audience.

For example:

📸 Headline: Timeless, light-filled wedding photography for couples who want to relive their day for a lifetime.
📸 Subheading: Serving joyful, romantic couples in [Your Location] with elegant, heartfelt imagery that tells your story.

Your subheading is your chance to connect on a deeper level and encourage visitors to explore more.

A Call to Action (CTA)

Once a visitor understands what you do, what should they do next? That’s where your call to action (or CTA) comes in.

Your CTA should be clear, concise, and action-oriented—guiding visitors toward the next step, whether that’s:
✅ Booking a call
✅ Browsing your services
✅ Downloading a free resource

For example, instead of a generic “Learn More” button, try:
➡️ View My Portfolio
➡️ Get the Free Guide
➡️ Schedule Your Consultation

Make it easy for visitors to take action right away.

A Visual That Reflects Your Brand

Alongside your text, your above-the-fold section should include a compelling visual—this could be:
📷 A professional brand photo of you
🎨 A mockup of your product or service
🏡 A lifestyle image that reflects your brand’s vibe

People process visuals faster than text, so choosing an image that aligns with your brand’s message can instantly create a connection.

Social Proof or Trust Elements

If possible, consider adding a small piece of social proof—something that builds trust and credibility right away.

This could be:
✨ A client testimonial
🏆 A “featured in” logo bar showcasing publications you’ve been featured in
🌟 A short success story

For example, if you’re a wedding photographer, you could include a quote like:

“We couldn’t have asked for a better experience—our wedding photos are more beautiful than we ever imagined!” – Emily & Jake

This reassures visitors that they’re in good hands.

Bringing It All Together

So, let’s put everything together—your above-the-fold section should include:
✔️ A clear and engaging headline
✔️ A strong subheading
✔️ A compelling call to action
✔️ A high-quality visual
✔️ A small trust-building element

When all of these elements work together, you create a seamless and inviting experience that keeps visitors engaged and encourages them to take action.

Closing Thoughts

Your website’s above-the-fold section is like the front door of your business—it’s the first thing visitors see, and it sets the stage for everything else.

So, if your website isn’t converting the way you’d like, take a fresh look at what visitors see first. Does it clearly communicate what you do? Does it guide them toward the next step? Small tweaks can make a big difference!

I hope today’s episode gave you a few actionable takeaways for refining your website and making the most of your above-the-fold space. If you found this helpful, be sure to subscribe to Brand It, Build It so you never miss a new episode!

Brand It, Build It Podcast, Hosted by Kelly Zugay

Hosted by Kelly Zugay, co-founder of With Grace and Gold, The Brand It, Build It Podcast is the best small business marketing podcast for small business owners, creatives, and founders. Weekly, brief, actionable episodes will equip you to build a successful, sustainable small business. Since 2014, With Grace and Gold has provided award-winning custom brand and Showit web design and completely customizable Showit website templates for small businesses worldwide.