Websites. Reviewed October 29, 2026
Above the fold
Also called: Hero section, First screen
Above the fold is the part of a page visible before scrolling, and on a contractor site it should carry the service, the area, a phone number and a button.
In practice
Most visitors decide in the first screen whether this is the right company. A tagline and a stock photo of a handshake answer nothing. Plumber in Blaine, same-day service, call now answers everything.
On a phone the fold is small. The call button has to be in it.
Related terms
- Call to actionA call to action is the button or line that tells the visitor what to do next, such as Call now, Get a quote or Book online, and every page needs one visible without scrolling.
- Mobile-firstMobile-first means a site is designed for the phone screen before the desktop, because most home service searches happen on a phone and Google indexes the mobile version of every page.
- Conversion rateConversion rate is the share of visitors who take the action a page exists for, such as calling or submitting a form, and doubling it is worth as much as doubling traffic at a fraction of the cost.
Go deeper
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