When a potential new client lands on your website Home page, you have less than ten seconds to engage them before they leave your site.
That’s why the first impression is so important. You need to show them that they’re in the right place. And the “Above the fold” section of your website is where you make this happen.
“Above the fold” simply means that it’s the part of the page that is visible without scrolling. The phrase actually originates from the newspaper industry, referring to the content placed at the top of a folded newspaper to grab attention at a glance. In web design, it translates to the first screen users see when they arrive at your homepage. This space must immediately show a potential client that they’re in the right place.
Here are a few websites we’ve designed recently with this in mind:
👉 Asiatico Law
👉 Fridman Law Firm
👉 Sapiens Law
👉 Law Office of Wendy S. Meadows
In this blog entry we’ll break down some of the key elements that you can use to make this happen, starting with…
A Clear and Compelling Headline
The most important element above the fold is a clear, concise headline. Visitors need to know instantly whether they are in the right place. Your headline should answer three essential questions:
- What do you do?
- Who do you serve?
- What problems do you solve?
If your law firm specializes in family law for a high net-worth clientele, for instance, your headline might read: “Divorce & Family Law For Professionals & Entrepreneurs” This clarity helps qualified prospects feel confident they’ve found the right firm while showing everyone else that they’re in the wrong place. Remember, marketing has two jobs: attract qualified clients, and keep everyone else away!
Strong Visuals That Build Trust
Visuals play a critical role in shaping perception as well. Above the fold, consider using professional photographs of your attorneys, your office, or visuals that communicate approachability and professionalism. Or, look for a photo that represents your clientele as they see themselves. For example, if your firm specializes in estate planning, you could use a photo of a happy retired couple enjoying time with their grandkids.
Be careful with stock photos, though. If you’re going to use a stock photo, make sure it doesn’t “feel” like a stock photo. It needs to feel like it’s real life. Authenticity matters.
A Clear Call to Action
Every law firm homepage should provide a straightforward next step. Whether it’s scheduling a consultation, calling the office, or completing a contact form, the call to action (CTA) should be visible without scrolling. Place it prominently and use direct language such as “Schedule Your Free Consultation Today”.
Navigation That Supports User Intent
Make it easy for visitors to find what they are looking for! Links to core sections such as Practice Areas, About, and Contact should be clear and easy to find. Confusing or cluttered navigation can cause visitors to leave before exploring further.
Final Thoughts
Above-the-fold content is prime digital real estate. By combining a clear headline, supporting subheadline, trust-building visuals, and a strong call to action, you give yourself the best possible chance to engage potential clients. Remember, you’ve only got a few seconds to capture their attention and keep them on your site.
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