first-screen-discipline

name	first-screen-discipline
description	Use when designing what fits above the fold. First-screen is where visitors decide. Headline + supporting + CTA must fit.

First-Screen Discipline

First-screen must contain: brand, headline, value claim, CTA. No nested CTAs. Decision moments are 7-15 seconds.

First-screen checklist

1. Brand identifiable in <2 sec (logo + product name)
2. Headline visible without scrolling (above fold)
3. Value proposition clear in 8-15 words
4. Primary CTA visible and clickable
5. Trust signal optional (testimonial, customer logos)

Measure: 768×1024 (tablet portrait), 1280×800 (desktop), 375×667 (mobile).

Decision time

Users decide whether to continue:

• 7 seconds on mobile (low patience)
• 12 seconds on tablet
• 15 seconds on desktop

The first-screen must close enough of the case to earn the scroll.

Common mistakes

1. Hero CTA below fold on mobile
2. Headline too long (>20 words)
3. Multiple competing CTAs above fold
4. Brand identity not visible (logo too small or hidden)
5. Photography that doesn't communicate value

Where this fits in the X3 empire

First-screen audit for CardPrepAI marketing pages.