What the research shows
Nielsen Norman Group tracked where people look on web pages. In 2018, 57% of viewing time went to the first screen, and the first two screens together took 74%. In their 2010 study, the first screen took 80%. People scroll more than they used to, but the first screen still gets the most attention.
The fold also moves. It sits in a different place on every phone, tablet and laptop. Design for the first screen of a common phone first, then check larger screens.
What belongs above the fold
- HeadlineThe service and the area, in plain words.
- Support lineOne reason to choose you, like same-day visits.
- ProofA rating, review count or license, close to the button.
- ActionOne main button and a tap-to-call number.
What does not belong there
- Image sliders that rotate before anyone reads them
- A welcome message that says nothing
- Pop-ups that cover the content on arrival
- Large videos that delay the page
The first screen also decides your Largest Contentful Paint, the speed metric Google uses for loading. A huge hero image or video slows it. A clear headline and one optimized image load fast.
The rest of the page still counts
Do not cram everything into the first screen. It needs to earn the scroll. Details, proof and FAQs below the fold convince the visitors who need more before they call.
Good example. A plumber's first screen on a phone reads "Emergency Plumber in Tampa, 24/7." Below it sit the Google rating, the review count and a call button.
Bad example. The same plumber's first screen shows a full-height photo of a faucet and the word "Welcome."
Our web design team designs the phone first screen of every page before anything else.