What to put above the fold on a service business homepage

Short answer: The first screen of a service business homepage has four jobs: say what you do, say where you do it, give one reason to trust you, and offer one obvious next step. Everything else (your story, the full service list, the team photo) can sit lower down. People do scroll, but the top of the page still gets the most attention, so it should answer the questions that decide whether they stay.

"Above the fold" is an old newspaper phrase for what's visible before you scroll. On a phone it's a small rectangle, and on many small business homepages it's filled with a large photo, a vague slogan and a menu. A visitor from Hamilton looking for an electrician has to scroll before learning that you're an electrician, that you work in Hamilton, and how to book.

Why the first screen still matters

Nielsen Norman Group's eyetracking research, published in 2018, found that people spent about 57% of their page-viewing time above the fold, and about 74% in the first two screenfuls. The share had dropped from their 2010 study, because people scroll more than they used to, but the pattern of a sharp drop in attention after the fold was unchanged. The researchers also noted that people scroll when they have a reason to.

That's the real lesson: the first screen isn't where you put everything. It's where you give people a reason to keep going.

The anatomy of a first screen, element by element

1. A headline that says what you do

NN/g's homepage guidelines put it plainly: include a tagline that explicitly conveys what your company does, and don't assume visitors know your brand. A clever slogan works for a household name. A plumber in Tauranga isn't one yet.

Write the headline as the answer to "what is this?" Name the service in the words customers use, not the trade jargon.

2. Where you work

For a local service, location is half the decision. Put the area in the headline or directly underneath it: "Plumbing repairs across Tauranga and the Western Bay." It confirms relevance instantly and supports local search, where your service area is part of the query.

3. Who it's for, if that narrows things

If you only do commercial work, or only residential, or only heritage homes, say so here. It saves time for both sides and makes the right people more confident.

4. One piece of proof

Pick the strongest single trust signal you genuinely have: your Google rating with the number of reviews, a trade registration or membership, years in business, or a short quote from a real customer with their permission. One clear signal beats a strip of eight badges nobody reads. Never invent numbers or reviews; it's the fastest way to lose trust when someone checks.

5. The next step

One primary button for the action you most want: "Get a quote", "Book a visit", "Call now". On mobile, a tappable phone number beside it often matters more than anything else, because many service customers want to talk to someone. A second, quieter link (such as "See our services") is fine. Five equal buttons is a menu, not a call to action.

6. A real image, if it earns its space

A photo of your team, your van or finished work tells people you're real. A stock photo of a smiling person with a clipboard tells them nothing. Keep the image from pushing the headline and button below the visible area on phones.

7. A reason to scroll

NN/g warns about "false floors": full-screen images or layouts that look finished, so visitors assume there's nothing more. Let the next section peek in at the bottom of the screen so it's obvious the page continues.

What to leave out of the first screen

Auto-advancing carousels. NN/g notes moving elements are often assumed to be ads and can cause accessibility problems.
Autoplaying video with sound.
Your company history and mission statement. Useful further down, not as an opener.
Cookie banners and pop-ups that cover the whole screen on arrival. If you need a banner, keep it compact.

Headline rewrites (hypothetical examples)

These businesses are made up, but the patterns are common:

Before: "Excellence in every detail." After: "Kitchen and bathroom renovations in Christchurch, designed and built by one team."
Before: "Your trusted partner." After: "Bookkeeping and payroll for Wellington cafés and small retailers."
Before: "Welcome to our website." After: "Licensed electricians for homes and offices across Hamilton. Same-week callouts."
Before: "Making your garden dreams come true." After: "Garden design and landscaping in Nelson and Richmond. Free first site visit."
Before: "Clean. Fresh. Professional." After: "Regular and end-of-tenancy house cleaning in Dunedin, with the same cleaner every visit."

Each rewrite answers what, where and (where true) one specific detail a customer cares about. Only promise things you actually offer, such as free site visits or same-week callouts.

Check it on a real phone

Open your homepage on an ordinary phone, not a large one, and look only at what's visible without scrolling. Ask someone who doesn't know your business three questions: What does this company do? Where? What would you tap next? If they hesitate on any of them, the first screen needs work.

FAQ

Should my phone number be above the fold?

For most local service businesses, yes, as a tappable link on mobile. People booking urgent or high-value work often want to speak to someone first.

Is a big hero image bad?

Not by itself. It's a problem when it pushes the headline and button out of view on phones, or when the photo says nothing about your business.

How long should the headline be?

Long enough to say what you do and where. Most good service headlines fit in one or two short lines; put supporting detail in a subheading.

Do I need different first screens for mobile and desktop?

The content should be the same, but the layout usually differs. Test both, and prioritise mobile if most of your visitors use phones.

If you'd like your homepage's first screen rewritten and rebuilt so it answers those three questions on a phone, tell us about your business.