The first screen of your homepage should tell a stranger what you do, who it is for and what to do next, within a few seconds. Nielsen Norman Group describes the homepage as an “elevator pitch to prospective customers”, so treat the first screen as that pitch, not a billboard.
What the first screen must communicate
Nielsen Norman Group’s homepage principles give a useful frame. A visitor should be able to answer three questions without scrolling:
- What is this? A short, scannable tagline. The guidance warns not to assume visitors know your brand.
- Why choose it over the alternatives? The value proposition, in words your audience uses rather than jargon or a feature list.
- Where do I go next? Clear primary navigation and one obvious action.
First-screen checklist
| Element | What good looks like | Common failure |
|---|---|---|
| Logo | Top left, where people look first | Centred or tiny |
| Headline and tagline | States what you do in plain language | Clever slogan that explains nothing |
| Supporting line | Names the audience and the main benefit | Vague “solutions” language |
| Primary action | One specific button label | “Learn more” |
| Navigation | Easy to find, few labels | Hidden behind an unlabelled menu |
| Imagery | Supports the message | Generic decoration |
| Proof | A specific example of your work or content | Broad category labels only |
Make the hierarchy obvious
Nielsen Norman Group notes that once everything is emphasised, nothing stands out. Choose one headline, one primary action and let everything else sit visually behind them. Use specific button labels. The guidance specifically flags “Click Here” and “Learn More” as labels that do not tell users what to expect, so prefer wording like “Book a consultation” or “See the work”.
Show specifics, not categories
The guidance recommends providing specific examples of your site’s content. For a service business that might be a short list of the services you actually offer, with a real sample linked beneath. A cafe might show the actual menu highlight, not a stock photo of coffee beans. Imagery that does not support the message adds little. The guide to what makes a modern business website convert covers the wider page, and landing pages for campaign traffic cover pages built for a single audience.
Keep it simple and fast
- Use conventional layouts so visitors focus on your offer instead of learning an interface.
- Put the most important content where it is visible without scrolling, and signal that more sits below.
- Minimise motion and autoplay, and give users control over any animation.
- Avoid pop-ups and splash screens, other than cookie consent or age verification where required.
Speed matters here too. A heavy hero video can delay the first screen, which is why it is worth reading website speed and Core Web Vitals.
Limits of “above the fold”
There is no single fold. Screen sizes vary, especially on phones, so check your first screen on a small device and a large one. Treat the fold as a priority order rather than a pixel line. Also, general principles are a starting point: test with real visitors in your own audience, because a homepage for a tradie and one for a law firm should not feel the same.
A quick self-test
Show your homepage to someone unfamiliar with your business for five seconds, then ask what you sell, who it is for and what they would click first. If any answer is wrong, rewrite the headline and primary action before adding anything else.
Next step
Radiance Impact’s Technology division designs and builds business websites and redesigns, and the Studio can supply hero imagery and short films. To plan your homepage, contact us.
Sources
- Homepage design principles, Nielsen Norman Group
- Creating helpful, reliable, people-first content, Google Search Central
