Your "above the fold" (ATF) section is the part of your site that's immediately visible before scrolling.

describes the specific benefit of the product.

clarifies the specific outcome of using the product.

find what's magical and exciting about your startup, and write it in your ATF copy.

1. Identify how users get value

What bad alternative do people resort to when they lack your product?
How is your product better than that bad alternative?
Now turn the last step into an action statement—that's your value prop.

List the ways life is worse when your product doesn't exist.
Identify a specific articulation of your better solution. Do not use vague phrasing.

2. Add a hook

Your job is to identify which of these is a major buying objection—and to proactively address it.

Don't let visitors retain their unaddressed concerns that cause them to bounce before scrolling.

3. Speak directly to your customer persona

Have the images demonstrate the value of your product. This is often done by showing the product in action.

The fewer links you have in your navigation bar, the better. Try to minimize analysis paralysis.

think of your CTA as the actionable next step to fulfilling the claim in your header.

Create a header by identifying how users "get value" from your product.
Add a hook that has bold claims or handles objections.
Talk directly to your key personas.
Support your header's claim with a subheader explaining how your product works.