What should be above the fold on a clinic homepage?
The first screen a patient sees, before scrolling, should answer three questions: what do you do, where are you and how do I book. A plain headline, a Book online button, a tap-to-call number and a real photo are usually enough. Everything else can come after.
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What “above the fold” means
It is the part of the page visible without scrolling. On a phone, that is a small area, so there is room for only a few things. Design for the phone first, then check the computer.
What to put there
- A plain headline, such as “Physiotherapy in” followed by your city, rather than a slogan.
- A Book online button, visible without scrolling. See where the button goes.
- A tap-to-call number, for people who prefer to speak. See tap-to-call.
- Your location, in words, plus a short line on who you help.
- A real photo of your clinic or team, not a stock image.
- A hint of proof, such as a star rating or a short review line, if your regulator’s rules allow. See testimonials.
In our November 2026 scan of 21,478 physio and chiro homepages, 68% of physio and 57% of chiro homepages showed no star rating or review count, and 49% of physio and 45% of chiro homepages had no online booking we could find. See the study.
What to move down
- A long history of the clinic.
- Every service, in full.
- Team biographies.
- A newsletter sign-up.
- Auto-playing video and sliders, which slow the page.
- Pop-ups that cover the first screen.
How to check
- Open your site on your phone, without scrolling.
- Cover the screen with your hand, then lift it for three seconds.
- Write down what you remember. If it isn’t your service, location or how to book, the first screen needs work.
- Ask someone else to do the same.
Not sure where your clinic stands? We’ll look at it the way a new patient does and send a short written report. No pitch.
Questions owners ask
Does the fold still exist?
Yes, though it moves with every screen. Phones are the tightest, so start there.
Should I put a banner or offer there?
Only if it helps a new patient book. An offer shouldn’t push the Book button off the screen. Check your regulator’s advertising rules first.
Is a photo or video better?
A real photo is lighter and safer. See how fast a site should load.