Home Improvement Business Owners Looking At Website On Phone

The Perfect Home Improvement Website Homepage: What Every Home Improvement Business Needs Above the Fold

February 24, 2025•8 min read

Introduction – Why Above the Fold Matters

When a potential customer lands on your website, you have just a few seconds to grab their attention. If your homepage doesn’t instantly communicate value and guide them towards taking action, they’ll leave—likely straight to a competitor.

The above-the-fold section of your homepage is the first thing visitors see before scrolling. This space is crucial for making a strong first impression, building trust, and turning visitors into leads. A cluttered, confusing, or poorly structured above-the-fold section will cost you enquiries and sales.

In this article, we’ll break down exactly what every home improvement business should include in this critical section of their homepage—so you can engage visitors, hold their interest, and convert them into paying customers.

This is part of our Ultimate Guide to Home Improvement Websites: How to Build a High-Converting Site That Gets More Leads and Sales. You can read the full guide for free by clicking that link.

👉 Check out the Home Improvement Business Growth Hub for more step-by-step guides and expert insights.

The Core Elements of an Effective Above-the-Fold Section

The above-the-fold area is the first thing visitors see without scrolling. It sets the tone for the entire website and determines whether someone stays or leaves. To maximise engagement and conversions, this section must include three key elements:

Hero Image or Video – Capturing Attention Instantly

A high-quality image or video should reinforce what your business offers. Avoid generic stock images—use visuals that showcase your actual work, a happy customer enjoying the results, or even a short video walkthrough of a recent project.

✅ Best practice: A before-and-after image of a completed home improvement project.
❌ Common mistake: A random handshake or a generic tools-and-hard-hat stock photo.

Headline & Subheadline – Instantly Communicating Value

Your headline should clearly state what you do and how it benefits the customer. The subheadline can provide more context or address a pain point. Together, they should make your offer clear in under 5 seconds.

✅ Example:

Headline: Convert Your Loft into Usable Storage in Just One Day!
Subheadline: Save money on storage and add value to your home with our expert loft boarding solutions.

Call-to-Action (CTA) – The One Action You Want Visitors to Take

Your CTA button should stand out and guide visitors toward the next step—whether it’s requesting a free quote, booking a consultation, or calling for more info. Make it clear, action-driven, and benefit-focused.

✅ Good CTAs:

Get a Free Quote Today
Book Your Free Survey Now
See Our Work – View Project Gallery

❌ Weak CTAs:

Learn More (Too vague)
Click Here (Doesn’t say why)

By combining a compelling visual, a clear headline, and a strong CTA, your above-the-fold section will instantly grab attention and drive action—turning more visitors into leads.

A Clear & Compelling Headline

Your headline is the first thing visitors read, so it needs to communicate exactly what you do and why it matters to them—within seconds. A vague or generic headline like "Welcome to Our Website" won’t cut it. Instead, make it specific, benefit-driven, and customer-focused.

✅ Good Example: "Transform Your Home with Expert Loft Boarding – Stronger, Safer, Smarter Storage."
❌ Bad Example: "Quality Loft Boarding Services Since 2005." (This says nothing about the benefit to the customer.)

Keep it clear, concise, and results-oriented. A good test is to ask yourself: If someone saw only my headline, would they immediately understand what I offer and why they should care? If not, refine it until they do.

CTA Best Practices for Immediate Conversions

Your Call-to-Action (CTA) is the most critical element of your homepage when it comes to converting visitors into leads. If it's unclear, hard to find, or too generic, you’ll lose potential customers. Here’s how to optimise your CTA for maximum impact and immediate conversions.

Where to Place Your CTA for Maximum Impact

Above the Fold – Your main CTA should be visible as soon as visitors land on your site, without scrolling. It should stand out with a contrasting button colour and clear wording.
Sticky Header or Floating Button – A fixed CTA in the navigation bar ensures it’s always accessible as users scroll.
Midway Through the Page – Some visitors need more information before taking action. A secondary CTA after key content (e.g., benefits, testimonials) can boost conversions.
At the Bottom of the Page – A final CTA ensures those who scroll through your homepage have a clear next step.

Examples of High-Converting CTA Phrases

Your CTA should be clear, action-driven, and customer-focused. Instead of vague or passive language, use direct, benefit-driven phrases that encourage immediate action.

✅ Good CTA Examples:

Get Your Free Quote Today
Book a Free Consultation
Claim Your Limited-Time Offer
See Our Work – View Our Portfolio
Call Now for a Free Estimate

❌ Common Mistakes to Avoid:

Click Here (Too vague, no clear benefit)
Submit (Too generic, lacks motivation)
Learn More (Doesn’t drive urgency)

By placing your CTA strategically and using action-oriented language, you’ll guide visitors towards converting—whether that’s booking a survey, requesting a quote, or getting in touch immediately.

The Power of Minimalism & Clarity

When it comes to your above-the-fold section, less is more. A cluttered, overwhelming design confuses visitors and reduces conversions. By focusing on minimalism and clarity, you ensure potential customers immediately understand your offer and take action.

Why Less is More Above the Fold

Visitors decide within seconds whether to stay on your site or leave. A clean, simple design:
✔ Keeps attention on the most important elements (headline, CTA, key benefits).
✔ Reduces decision fatigue—too many choices lead to inaction.
✔ Improves mobile-friendliness by eliminating unnecessary distractions.

How to Remove Distractions and Keep Visitors Focused

To optimise clarity, remove anything that doesn’t serve a clear conversion-driven purpose:

❌ Too Much Text – Keep your headline and subheadline concise and to the point.
❌ Multiple Competing CTAs – One clear action per section is ideal.
❌ Unnecessary Navigation Links – Too many links can pull visitors away from converting.
❌ Auto-Playing Media – Background videos should enhance, not distract.

Instead, focus on a clean layout with:
✅ A strong, benefit-driven headline.
✅ A single, clear CTA that stands out.
✅ A high-quality image or video that reinforces your message.

By simplifying your above-the-fold section, you make it crystal clear what visitors should do next—resulting in higher engagement and more conversions.

Testing & Optimisation for Higher Conversions

Even the best-designed homepage can be improved. Testing and optimising your above-the-fold section ensures you're getting the highest possible conversion rate. Small tweaks to your headline, CTA, or layout can make a huge difference in how many visitors turn into leads.

A/B Testing Your Headline and CTA

A/B testing (also known as split testing) involves comparing two versions of a webpage to see which performs better. Some key elements to test:

🔹 Headline: Does a problem-focused or solution-focused headline convert better?
🔹 CTA Text: "Get a Free Quote" vs. "Book Your Free Consultation" – which drives more clicks?
🔹 Button Colour & Placement: A high-contrast button in the centre vs. one on the right—what works best?

Make small changes one at a time, so you know what’s making the impact.

By continually testing and refining, you create an above-the-fold section that converts at the highest possible rate, meaning more leads and sales for your home improvement business.

Conclusion & Next Steps

In this article, we’ve covered the essential elements that make an above-the-fold section work effectively for your homepage, from strong visuals to clear CTAs and minimalist design. Let’s quickly recap:

Hero Image/Video: Use a striking visual that instantly captures attention and aligns with your brand.
Headline & Subheadline: Craft a value-driven headline that speaks directly to the needs of your visitors.
CTA: Position a clear, action-oriented CTA that guides visitors to take immediate action.
Testing & Optimisation: Continually test your page elements and track performance to improve conversions.

Now, it’s time for you to put this into practice.

Evaluate your current homepage:

Does your above-the-fold section make an impact?
Are you offering a clear next step for visitors?
Is the design clean and focused?

If you want a website that not only displays your brand beautifully, but also drives more leads, we’re here to help. Simply send us a DM on Facebook or Instagram, and let's talk.

Want to grow your Home Improvement Business predictably and quickly?
Go to The Home Improvement Growth Hub to explore more insights.