Designing for Conversions: Above the Fold Design & Call to Actions a Must

A white, rounded square logo with an abstract S-shaped design on a gradient blue and purple background.

Get Your Most Important Information Up High

Your designs need to convert visitors into clients. How do you do that? Well – if we all knew the answer to that questions, I wouldn’t have a job.

  1. Have a goal.
  2. Have a clear message.
  3. Have a clear benefit.
  4. Have a clear call to action.
  5. Put it all above the fold.

Simple, but a lot of designs miss these factors.

Below are four sites that get it right. These are great examples of designs that were meant to convert.  Our design team wireframed them (albeit quick and dirty) to showcase how simple the designs really are.

Again, the beauty is in the details – art and message – not the layout.




MailChimp homepage featuring a cartoon monkey mascot in a postal uniform. The background includes the text "Power to the People," with green and orange buttons for trying the service for free and viewing a demo.

Mailchimp Design



Mockup of a webpage layout featuring sections for logo, menu, login/call to action, key benefits, and multiple call to action buttons. The background shows a cartoon character and promotional text.

MailChimp Wireframe

2. Base Camp


Screenshot of a Basecamp website featuring project management software. The slogan reads, "The Better Way To Get Projects Done." Various project features, testimonials, and pricing options are displayed.

BaseCamp Design



Wireframe layout for a website showing placement for logos, menu, message/key benefit, art tied to benefits and theme, call to action, and client logos.

BaseCamp Wire Frame



3. Rackspace


Screenshot of Rackspace Hosting's website featuring a smiling employee. The text highlights their fanatical support, managed hosting, cloud hosting, and email & apps services. Contact info is included.

Rackspace Design



Website layout featuring menus for hosting solutions and managed services. The central section highlights a message and key benefits, with a call-to-action button. Placeholder logo and search bar are at the top.

Rackspace Wireframe



4. Freshbooks

Screenshot of FreshBooks website showcasing features for tracking time and invoicing clients. Includes a navigation menu, contact number, promotional text, and testimonial.



A webpage wireframe showing sections for a logo, menu, login/contact buttons, call to action, key benefit & message, benefits, and testimonial. The design highlights are laid out in a structured format.

Freshbooks Wireframe

So, What Do These Have in Common?

These four sites were designed to get you to do something. Their design is not supposed to be award-winning, it is supposed to convert. As you can see, each site had the basics above the fold:

  1. Logo
  2. Menu
  3. Action Info (either contact information or a sign-up button)

They also have the following, which make them great sites:

  1. Call to Action – the part that tells you to do something
  2. Key Benefits – the part that speaks to you as a human with a need
  3. Art – aesthetically pleasing
  4. Secondary Benefits (if space available)


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