Three things need to be immediately clear: what the product does, who it's for, and the outcome it enables. If a visitor can't answer "Is this for me?" within seconds, they'll bounce.
One proof element should be visible above the fold to make the claim believable. This could be a logo bar of recognisable customers, a quantified result (e.g., "40% faster onboarding"), or a credible customer quote. Proof converts attention into trust. Without it, even the best headline reads like an unsubstantiated marketing claim. The goal above the fold is not to explain everything — it's to earn the scroll.
