“the material that’s the most important for the users’ goals or your business goals should be above the fold. Users do look below the fold, but not nearly as much as they look above the fold.”
This is the trickiest of all the landing page elements as most people want to over emphasize design. Remember, a visitor is going to stay on a page for no more than five seconds so keep the design simple by avoiding overbearing colors (i.e. white font on black background) and sticking with easy to read fonts.