Let me guess: when you hear the words “elevator pitch,” you roll your eyes. You’re not riding elevators all day, and even if you were, you’re not striking up conversations with strangers.

I get it. You don’t need to corner people in small metal boxes to explain your business. But here’s the thing—you do need to have a clear, concise way to sum up what you do so your audience knows exactly how you can help them.

Too many business owners struggle to articulate what they do in a way that’s simple, easy to understand, and instantly impactful. It’s a problem I see all the time when I work on client websites.

They go straight into:

• A big introduction about themselves
• Outlining their galleries or packages
• Talking about their process

All of this is great information, and it absolutely needs to be on your site… just not above the fold.

If you’re ready to stand out, attract the right clients, and boost conversions, you need to make this change. Let’s talk about how to transform your home page with the right structure, starting with a clear and powerful elevator pitch.

What Does “Above the Fold” Mean and Why Does It Matter?

Before we dive in, let’s clarify what I mean by above the fold.

“Above the fold” refers to the part of your home page that’s visible without scrolling. It’s your first impression—the first thing people see when they land on your site.

What happens above the fold matters because:

• Visitors decide in a split second whether to stick around or leave.
• If your message isn’t clear, they’ll bounce. Fast.
• You need to tell visitors exactly what you do, who you help, and how they can work with you—right away.

When your home page is cluttered, vague, or self-focused, you lose the chance to connect with your audience before they even start scrolling.

The 3 Things You Need Above the Fold

If you want your home page to stand out and actually convert visitors into clients, here’s what you need to include above the fold:

1. Simple, Clear Navigation

Your navigation bar should be straightforward with just a few options, so visitors can easily find what they’re looking for. Think of it like a map: if your audience doesn’t know where to go, they’ll leave.

What to include:

• Key Pages: About, Services/Work, and Contact.
• Contact Button: Make sure it stands out—either as a sticky button or a bold link.

Avoid overwhelming visitors with too many tabs or dropdowns. The goal here is simplicity.

2. A Strong Visual (Image or Video)

Your home page needs a visual element that represents your brand, your work, or the experience you deliver.

This could be:

• A photo of you, especially if you’re a service provider or personal brand.
• A visual of your work—like a strong portfolio image, product shot, or behind-the-scenes glimpse.
• A short, high-quality video showcasing what you do or how you work.

The image or video should communicate the feeling you want your audience to have when they work with you.

3. Your Elevator Pitch + Clear Call to Action

Here’s where the magic happens: your elevator pitch. This is a simple, clear statement that sums up:

• Who you help (your audience).
• The success or transformation you deliver.
• What you offer to get them there.

Here’s the formula:

“I help [people you serve] [achieve a specific success] with [service you offer].”

For example, here’s mine:
“We help female entrepreneurs grow and scale their online businesses with a clear message and branded online space.”

This statement works because it’s simple, specific, and actionable.

• Who I help: Female entrepreneurs.
• The success I deliver: Helping them grow and scale.
• How I do it: Through clear messaging and branded websites.

Right below your elevator pitch, you need a strong call to action (CTA). This tells visitors what to do next—because trust me, they’re not going to figure it out on their own.

Your CTA could be:

• “Book Your Consultation”
• “Browse My Portfolio”
• “Let’s Work Together”

The key here is to make it obvious and easy for your audience to take the next step.

Why This Home Page Formula Works

If you’re wondering why all this matters so much, here’s why this formula—clear navigation, strong visuals, and a concise elevator pitch—will transform your home page:

1. You Stand Out From the Competition

Most businesses skip this. They dive straight into their process, their prices, or their story. By leading with a clear elevator pitch and a strong CTA, you immediately stand out because your message is crystal clear.

Your visitors won’t have to guess who you are or what you do—they’ll know it instantly.

2. You’ll See More Inquiries

When people land on your site and see exactly what you do, who you serve, and how you can help them, they’re far more likely to reach out.

Confusion kills conversions. Clarity leads to action.

By removing the guesswork and making it easy for people to understand your value, you’ll see an increase in inquiries and bookings.

3. You Attract the Right People (and Repel the Wrong Ones)

Not every visitor is your ideal client—and that’s a good thing!

Your elevator pitch will help visitors self-identify: “Am I in the right place?” If they’re not a fit, they’ll move on. If they are a fit, they’ll feel seen, understood, and excited to take the next step.

This means:

• You’ll attract clients who are aligned with your services.
• You won’t waste time responding to inquiries from people who aren’t a good fit.

How to Write Your Elevator Pitch

If you’re ready to write your own elevator pitch and transform your home page, follow these steps:

1. Identify Who You Help: Who is your ideal client or audience?
2. Define the Success You Deliver: What transformation, result, or benefit do they get?
3. Clarify What You Offer: What service, product, or experience do you provide to help them get there?

Here’s the formula again:
“I help [audience] [achieve success] with [service].”

Examples:

• “I help creative entrepreneurs elevate their brands with strategic photography and design.”
• “I help overwhelmed moms organize their homes and lives with intentional coaching.”
• “I help six-figure business owners scale sustainably with clear systems and processes.”

Write it, refine it, and use it as the headline above the fold on your home page.

Is Your Home Page Hitting the Mark?

If your current home page doesn’t include a clear elevator pitch, compelling visuals, and an easy call to action, it’s time to make a change.

This one adjustment will:

• Clarify your message
• Increase inquiries
• Attract the right clients

And the best part? It’s a simple fix you can implement today.

If you’re ready to uplevel your website and turn visitors into clients, I’d love to help. Book a free 20-minute brand audit, and let’s refine your home page to make your message impossible to ignore.