I redesigned the above-the-fold section
Dorcas Ecom
I redesigned the above-the-fold section for Chamberlain Coffee
Here's what changed and why it matters.
The original had the right ingredients, strong brand, great product, but the hero wasn't doing the heavy lifting it needed to.
What I changed above the fold:
Generic seasonal headline → benefit-led copy that speaks to a daily ritual
Weak CTA (Meet your go-to) → action-driving "Taste the Difference"
No trust signals → star ratings, reviews, and guarantee added
Cluttered hero image → clean product-forward layout with clear visual hierarchy
Missing value props → plant-based, no jitters, no artificial ingredients called out instantly
The above-the-fold section has one job: make the visitor feel like they already need this. Every element should earn its place or get cut.
I also gave the client two directions, A (fresh, minimal) and B (warm, earthy) so the brand can A/B test and let data decide.
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Posted Apr 22, 2026
I redesigned the above-the-fold section for Chamberlain Coffee Here's what changed and why it matters. The original had the right ingredients, strong brand, ...
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