The Most Visited Part of Your Sales Page: Above the Fold Copy That Converts
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100% of visitors to your sales page land in the same place: The Above The Fold section.
Plus, most folks are skimming. Judging. Deciding in seconds whether to scroll—or bounce. And guess what they see first?
Again, the above the fold section.
This little slice of screen real estate—whether on desktop or mobile—is the most visited part of any page on your website. Yet most service-based business owners aren’t writing key information that buyers need to see to make a fast decision.
So let’s make sure your Above The Fold stands out from the rest!
NOTE: This post is part three of four ‘how to write a great sales page’ posts, and has accompanying podcast episodes.
This post has an accompanying podcast episode. Listen here, or keep scrolling to read the full post.
What Is “Above the Fold” Anyway?
The term “above the fold” comes from back in the olden days, when newspapers were sold from stacks. Whatever appeared on the top half of the paper was above the fold on the first page. The text there had to:
Grab attention
Entice people to want to read the rest of the paper
Just a few words above the fold sold the entire paper!
Online, the Above The Fold section should do the same thing - hook readers, and get them to buy in - whether that’s to opt-in, purchase something, click-through, or at the very least, keep reading.
In other words: nobody will scroll or buy if your Above The Fold sucks.
What Makes a Strong Hero Section?
Your hero copy (aka the above-the-fold text) has one job: to hook your reader and make them want to scroll or click.
You need to answer 3 things, fast:
What you’re offering
Why they should want it
How to get it (hint: a call-to-action button with an actual verb)
Want to see this in action?
How to Write Your Above The Fold, Step By Step:
Start With The “Why”: Lead with Transformation
People don’t buy services—they buy outcomes. Lead with the transformation they want to experience, not a list of features.
One example is Red Bull. They don’t sell energy drinks; they sell the feeling of jumping out of a plane and surviving. How can you speak to the outcome your readers want?
Some examples might be:
Clear your closet clutter in 60 minutes
Win more weddings with 20 plug & post content ideas
Get your first 250 email subs in 30 days
2. Then, The “What”: Keep It Simple
Once you’ve made them feel something, tell them what it is. Keep it short, sweet, and super duper clear.
Some examples (tied to the above, btw!), might be:
In one hour together, you’ll Zoom in from your closet while we tackle your chosen sections, piece by piece.
Download the canva & caption templates that will make content creation a breeze.
A 5-day challenge to help you set up your opt-in page and get it in front of best-fit buyers.
3. THEN, Give The “How”: Your CTA Can Shine!
Your button copy should be specific, actionable, and identity-driven. Instead of “Download now,” try:
“Start your transformation”
“Become the designer your business needs”
“Grab your roadmap”
The Best Practices for Above the Fold Copy
Want to make your above-the-fold section actually work?
Follow these rules:
Use 30–40 words max – You’ve got about a 7 second attention span to cater to. Make your words potent AF!
Avoid rhetorical questions – They add friction and trigger resistance.
Ditch the jargon – Talk like your reader, not your peers.
Use your clients’ words – Mirror their language so they feel heard. A great place to start is by looking at your client surveys to see how they describe your work.
Design matters – Use clean fonts, high contrast, and a CTA that looks clickable (more on that next week!).
Test it on mobile – Your hero copy needs to be scannable and readable on any screen.
Want to get my eyes on your copy?
Why This Matters for Attention-Grabbing Sales Pages
If your sales page isn’t converting, start here. Before you rewrite your offer, before you build a funnel, before you record that next video—fix your hero copy.
Because attention-grabbing sales pages don’t start halfway down the scroll. They start above the fold.
Make Sure Your Above The Fold Converts!
Get my free Opt-In Copy Bot that helps you write the first two sections of your sales page (or entire opt-in page) in under 2 minutes.
Helpful Resources:
Clickable AF CTAs - to help you write better CTAS (and a swipe file!)
Ultimate Above The Fold Guide - Swipes & Wireframes for a great Above The Fold section
Get on my calendar - if you’d like me to write your sales pages for you!
Catch up on the rest of the sales page series:
Connect with me here:
To view this episode with subtitles, visit my YouTube channel here
