Web
Homepage real estate: what earns the fold in 2026.
A tighter rubric for hero copy, proof and primary actions — informed by dozens of B2B and consumer launches.
·6 min read
The fold is not about cramming everything above it. It is about answering three questions in seconds: what you offer, who it is for, and what to do next.
A simple scoring rubric
- Headline states the outcome, not the category label.
- Subhead adds specificity: segment, geography, or use case.
- Primary CTA maps to the main conversion you want this quarter.
- Proof sits near the CTA: logos, metrics, or a short testimonial.
- Secondary path exists for people not ready to convert.
Test changes in pairs — headline + CTA, or hero + proof — so you know what moved the needle. Homepages that change everything at once are hard to learn from.