What Should Be Above the Fold on a Contractor Homepage

If you've ever landed on a website and immediately clicked away, you've experienced the power of "above the fold" design. But what exactly does that mean?

In web design, "above the fold" refers to the very first section of a webpage visible without scrolling. For contractors, this prime digital real estate is where potential clients form their first impression—usually within seconds. With homeowners and businesses often comparing multiple providers, a well-crafted above-the-fold section can be the difference between getting a phone call and losing a lead.

That's why website design for contractors isn't just about aesthetics; it's about strategic placement of key information that grabs attention, builds trust, and encourages immediate action.

First Impressions Count

Think of your homepage as your digital handshake. When a potential client arrives, they're silently asking:

"Can I trust this contractor?"
"Do they offer what I need?"
"Is it easy to get in touch?"

Studies show users decide whether to stay on a site in as little as 3–5 seconds. A clear design, benefit-driven message, and visible calls-to-action (CTAs) at the very top can dramatically influence whether visitors keep browsing—or head back to Google to check out your competitors.

For contractors competing in home services and general contractors markets, nailing this first impression is non-negotiable.

Key Elements to Include Above the Fold

Headline

Your headline should immediately tell visitors what you do and why it matters. Instead of a vague "Welcome to Our Website," go with something benefit-driven like:

"Transforming Homes with Reliable Remodeling Services You Can Trust."
"Commercial Contractor Services That Deliver On Time and On Budget."

Subheadline

This is your chance to explain your unique value. Think of it as a one-sentence elevator pitch. For example:

"Locally owned, family-run, and trusted by homeowners for over 20 years."

Hero Image or Background Video

Images speak louder than text. Show off real projects, happy clients, or your crew at work. Avoid generic stock photos—authenticity is key. A background video of a kitchen remodel or a new build in progress can be especially engaging.

Contact Information or Call-to-Action (CTA)

Don't make people dig for your number. A bold button like "Get a Free Quote" or a phone number in the top right corner makes it easy for potential clients to reach out. Remember, websites performance isn't just speed—it's also how well it converts visitors into leads.

Trust Signals

This is where you start building credibility. Add customer reviews, ratings, or logos of associations (like BBB or local builders' guilds). Even a line like "Highly recommended by 500+ local homeowners" can work wonders.

Mistakes to Avoid Above the Fold

Overloading with text: Walls of text overwhelm visitors. Keep it short, sweet, and scannable.
Using stock images: Clients want to see your work, not a generic handshake photo.
Burying CTAs: If your "Get a Free Quote" button is below the fold, most users will never see it.

Examples of Effective Contractor Homepages

While we can't embed screenshots here, let's break down a few approaches that work:

Example 1: Local Remodeling Company

Their homepage opens with a bold headline—"Custom Kitchen Remodeling in [City Name]"—paired with a photo of a recent project. A bright "Schedule a Consultation" button is front and center. Reviews scroll below, giving immediate social proof.

Example 2: Commercial Contractor

This site uses a short looping video of a crew working on-site, instantly communicating professionalism. The navigation is minimal but clear: Services | Projects | Contact. Above the fold, a strong CTA—"Request a Bid Today"—keeps the focus on conversions.

Example 3: General Contractor Website

Their trust signals shine. Association badges and "Rated #1 by Local Business Journal" are displayed right beside the headline, reducing doubt from the start.

How Above-the-Fold Design Affects Conversions

Above-the-fold design isn't just about looking professional; it directly affects conversions.

Research shows that CTAs placed above the fold have a 14% higher conversion rate compared to those below.
Websites with authentic visuals and testimonials see a 30% boost in trust from new visitors.
A fast-loading hero section improves overall website performance and reduces bounce rates.

For contractors, this means more calls, more quote requests, and more projects booked.

Tips for Contractors to Optimize Their Homepage

Keep testing CTA placement: Use tools like heatmaps or A/B testing to see where visitors click most.
Use professional photography: Invest in photos of your completed projects—these double as both marketing and credibility builders.
Write copy that speaks to customer pain points: Instead of "We do roofing," say "Protect your home with leak-proof roofing that lasts."
Prioritize speed and mobile design: Many potential clients will view your contractor website from their phones. If it loads slowly, you risk losing them to competitors.
Work with specialized website design services: Agencies experienced in web design for contractors understand the nuances of your industry and can implement proven strategies.

Conclusion

Your homepage is often the first—and sometimes the only—chance you'll get to impress a potential client. That's why focusing on what goes above the fold is critical for contractors.

A strong headline, authentic visuals, clear navigation, visible CTAs, and trust signals can transform a casual visitor into a paying customer.

If you haven't reviewed your contractor website recently, now's the time. Audit your homepage, update your above-the-fold design, and watch how it impacts leads, trust, and overall business growth.

What Should Be Above the Fold on a Contractor Homepage | Website Design for Contractors